Client
Indonesia Design
Complex architectural and design thinking, translated without dilution into accessible stories for Indonesia’s leading luxury design title.
The mission
Before COVID-19, much of Indonesia Design’s editorial rhythm came from being out in the world – covering design events, visiting new spaces and reviewing hotels. When that access disappeared, the magazine needed a clearer editorial direction, a stronger digital presence and new ways to reach beyond its established audience of architects, designers, artists and design enthusiasts.
The human truth
Events paused, but architects, designers, artists and photographers kept making, questioning and imagining. The opportunity was to look beyond launches and find the ideas, people and perspectives that could keep the design conversation alive – while making specialist thinking inviting to younger and more diverse readers.
The move
We shaped the content strategy and editorial calendar, developed original story angles, researched, interviewed, wrote and edited across the website and social channels. As access returned, that editorial lens also carried into hotel launches and design destinations. The work helped grow digital traffic, attract new followers and widen the magazine’s readership without diluting the expertise at its core.