Institut Teknologi Bandung

"The designer makes them famous, we are the intermediaries who transform their ideas into something impactful," said that alumnus of FSRD ITB.

He then told his stories, on 2006, a musician named Bono initiate the (RED) campaign. Through this initiative, he succeeded in embracing many corporations to not only aim for profit but also benefit humanity, especially in combating AIDS. At that time, Henricus was also involved in fulfilling Bono's brilliant idea through design and branding.
Although his slogan looks simple, his campaign succeeded in promoting the world to buy products with that (RED) slogan. "I learned that the public can also participate in that kind of action, we as a designer can also enter the community," he said.

For Henricus, his profession can be represented into 4 roles. First, as self-role who reflects honesty, both in terms of potential and shortcomings. Based on his personal experience, this role can be improved by traveling and opening your view to experiencing new cultures.

Moreover, still on the same topic, he also points out one interesting difference between MIT and IT. According to Henricus, the new logo of that United State institute is unique and brave so as to give a transformative impression. "MIT and ITB have many things in common, one of which is in terms of diversification. MIT does not hesitate to portrait itself uniquely, for example in terms of the number of alumni who come from ethnic minorities. Now is the time for ITB to also move in that direction," he continued.

Second, a designer is also an ambassador to change. He realized this role when he lives in Brooklyn are which is known for its 'dangerous' neighborhood. However, at this time, the mayor's strategy was able to promote the beautiful side of Brooklyn, such as by inviting graffiti communities to paint the walls of buildings. Interdisciplinary collaboration is key in conveying a valuable message.

Henricus then applied the same concept when he partnered with KPK in a branding campaign. Through the "Art Against Corruption" campaign in Ismail Marzuki Park, Jakarta, he invited the Indonesian public to turn the collaborator of corruption into combatant against corruption. Even if it looks simple, that campaign is prove that designer is also contributing to the development of this nation.

Furthermore, the third role is as an ambassador of data and facts. "Actually, around us there are a lot of data, but not all of them are facts," said Henricus. That role showed that there is a moral responsibility that a designer needs to withstand, to not only present data to make it interesting visually, but also correctly.

At last, Henricus also felt that designers also have a role as an ambassador of laughter that entertain its audiences. Henricus, who is the Creative Director for Bark, New York, said that the company that he works at entertains the community through selling toys to the dog owner for their pet.

"Creative workers, especially in the middle of a pandemic, can assume a role in designing something with a unique identity. Apart from branding and generating profit, this can also entertain laughter," he explained.

In his closing remark, Henricus emphasized that as ambassadors, designers should not only deal with complex matters, or promote a campaign. More than that, designers can also promote a much simpler idea and become part of the community.

Reporter: Sekar Dianwidi Bisowarno (Bioengineering, 2019)
Translator: Favian Aldilla Rachmadi (Civil Engineering, 2019).