ANALISIS PEMANFAATAN DESAIN FEED INSTAGRAM DALAM MEMBANGUN BRAND AWARENESS TOS CREATIVE

Abstract

This study rigorously examines the strategic utilization of visual communication
design within static Instagram feeds as a primary mechanism for cultivating
corporate brand awareness, focusing on the empirical case of TOS Creative, an
emerging creative agency in Sukabumi, West Java. In the contemporary digital
ecosystem, corporate entities often disproportionately allocate resources toward
dynamic, short-form video content (reels), inadvertently neglecting the static visual
grid. This research identifies a critical operational vulnerability wherein the agency's
static feed, possessing only a minimal number of uploads, fails to project a cohesive
visual identity. Grounded in David Aaker’s theoretical framework of brand
awareness, this qualitative descriptive study leverages in-depth interviews with
senior graphic design personnel, active participant observation, and secondary
metric analysis. The findings elucidate that while reels operate as vectors for initial
audience acquisition, the static feed functions as the foundational digital portfolio,
anchoring professional credibility and facilitating autonomous brand recall. The
visual architecture specifically a light purple, violet, and blue color palette, combined
with Poppins typography and centered layouts serves as a cognitive trigger for
audience association. The study concludes by formulating a tripartite strategic
blueprint: the enforcement of extreme visual consistency, the diversification of
educational content pillars, and the systematic synergy between short-form video
and static graphical feeds to achieve top-of-mind awareness.

Keywords: Corporate Branding, Visual Communication Design, Instagram Feed,
Brand Awareness, Digital Strategy