When Design Becomes Indonesia’s Way of Telling Its Story

Designer: Nusaé 

Scope: Visual Identity

Client: MASA

When a country takes the international stage, the way it crafts its narrative, creates experiences, and communicates its identity becomes just as important as the products or services it showcases. It is at this point that graphic design plays a decisive role in shaping how a story is understood. This approach served as the foundation for the collaboration between Bandung-based design studio Nusaé and MASA Curated Market, one of the flagship programs of the MASA initiative, taking place July 2–5, 2026, at Takashimaya Shopping Centre in Singapore, in developing its visual identity. In addition to reinforcing the visual identity guidelines, Nusaé also developed environmental graphic design, a signage system, and wayfinding elements that shape the overall visitor experience throughout the event.

MASA itself is an initiative that showcases Indonesia through a blend of creativity, culture, and interdisciplinary collaboration. The program consists of two main series: MASA Curated Market and MASA Arts & Culture, which will take place at Gardens by the Bay as part of the Orchid Extravaganza from July 4 to August 10, 2026. These programs present a portrait of Indonesia that is rooted in its rich culture while moving toward more contemporary creative practices.

For this project, Nusaé collaborated with several community partners: MAIKA, Tale X, Zigzag, and the Museum of Toys. This collaboration resulted in a visual identity system that was consistently applied across various mediums, ranging from digital platforms to physical elements within the exhibition space. Rather than being treated as supporting elements, the entire design system was conceived as a unified language that seamlessly connects identity, information, and the visitor experience.

This approach stems from the idea that design can shape the way people interpret and experience a space. Through environmental graphic design, the design becomes a narrative that guides visitors in understanding MASA’s overall identity.

Visually, Nusaé successfully interprets Indonesian values through a contemporary and relevant approach. With the spirit of gotong royong as the foundation of MASA’s identity, the visual identity system was developed using organic typography, modular geometric shapes, and interconnected elements to represent the diversity of the Indonesian nation. This concept is consistently applied across every visual aspect, creating a cohesive spatial experience.

“Indonesia possesses an extraordinary cultural richness, but for us, culture goes far beyond symbols or ornaments. Through MASA, we want to present Indonesia's way of thinking, creating, and collaborating, the spirit of gotong royong that has long shaped our society. Through visual communication design, we aim to create an experience that enables international audiences not only to see Indonesia, but also to understand the stories and values that define it,” said Andi Rahmat, Founder and Principal Designer of Nusaé.

That statement reflects the approach that has long characterized Nusaé’s practice. For this studio, the success of a design system is measured by its ability to establish connections between information, space, and the user experience. Nusaé’s contribution to this project also demonstrates how visual communication design can serve as a medium for cultural diplomacy that operates subtly. Through a consistent visual identity, environmental graphic design, and an integrated information system, the visitor experience is not only guided toward discovering Indonesia’s diverse creative products but also toward understanding the values that underpin these creative practices.

Amid the growing number of international platforms serving as meeting spaces for various nations and creative industries, projects like MASA demonstrate that a nation’s representation no longer depends solely on what is exhibited, but also on how that experience is designed.

Team Credit:

Led by @museumoftoys

Organized by @zigzag.indonesia

Spatial Design by @algatechnusantara

Visual Identity System, Environmental Graphic Design, Signage & Wayfinding by @nusae

Motion by @maikacollective

PR & Publication by @talex.asia