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Abstract

Nawspaper.co is an Indonesian sticker shop brand that adopts K-pop as its main theme and targets a specific market segment, namely K-pop fans and journaling hobbyists. As a newly established brand in an industry dominated by numerous competitors, Nawspaper.co faces intense competition, particularly in terms of visual presentation on social media platforms. Therefore, an effective promotional strategy is required to increase brand recognition among the target audience and potential consumers. Microblog design was selected as the primary promotional medium due to its high potential for engagement and wide dissemination on social media. This design project applies the Design Thinking method developed by David Kelley and Tim Brown, which consists of five stages: Empathize, Define, Ideate, Prototype, and Test. In the visual implementation stage, the microblog content structure specifically adopts the AIDA (Attention, Interest, Desire, Action) theory proposed by Chris Do to enhance audience engagement and message delivery. The final outcome of this project is nine microblogs with different themes, each comprising ten slides. The results indicate that the designed microblogs were able to achieve wide reach within the Instagram algorithm and effectively introduce Nawspaper.co to audiences who were previously unfamiliar with the brand. Thus, microblog-based visual design can be considered an effective strategy for enhancing brand awareness in competitive digital markets.

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