Regional branding: Transfers medium dance into visual identity in ponorogo image construction

Abstract

This article discusses how the people of Ponorogo, East Java, Indonesia, designed a visual identity as a representation of Reyog dance to build up a regional image through a series of branding communication activities. This study uses a qualitative paradigm with a case study approach. The data was collected through in-depth interviews, participatory observation, and document investigation. All data collected were analyzed using an interactive model. The results showed that the five characters of the Reyog dancer were represented as a visual identity for Ponorogo branding through the process of media transferring using photography, illustration, and sculpture techniques. Reyog's visual identity with motion characteristics is implemented in each channel of branding communication media through primary, secondary, and tertiary communication approaches. Other local governments can use these research results as a model to build up a regional image through dance media.