INA CRC

Brand Identity

01 Challenge

Modernizing a Ministry The Indonesia Clinical Research Center (INA-CRC) operates under the Ministry of Health (Kemenkes) with a mandate to become Asia’s leading clinical trial hub. However, they faced a communication barrier: "Clinical Research" often feels cold, distant, and overly bureaucratic. They needed an identity that felt like a tech breakthrough, not a government department, while remaining accessible enough to educate the Indonesian public about the potential of genetics.

02 Strategy

The "Living" Brand The goal was to shift the visual narrative from "administration" to "innovation." We needed a symbol that was universally understood but distinctly modern. The solution lay in the biology itself. We chose to bring the DNA helix to the forefront—not as a static medical icon, but as a dynamic, connecting force.

03 Approach

Connectivity as Identity I developed a visual system centered on the concept of "Interconnection."

The Symbol: The new logo creates a continuous loop, representing the double helix of DNA. It is designed to look like it is in motion—connecting data, people, and health outcomes.
Motion First: Because the topic is complex, static images weren't enough. I led the motion graphic direction to "teach" the brand. We created animations that break down genetic concepts into simple, fluid movements, making high-level science digestible for a general audience.
The Balance: The final identity strikes a difficult balance: it commands the respect required by the Ministry of Health while carrying the fresh, innovative energy of a Silicon Valley biotech firm.

Credits to:

Ryan DzulqudsieProducer

Faas SetyawanMotion Director