From merger to movement
Our task was to reposition XLSMART not as the biggest but as the country's most human, forward-looking, and empowering telco brand. In a category often defined by speed and coverage, we shifted the narrative toward inclusion, innovation, and transformation—with people at the center.

We built the brand strategy on a powerful idea:
"Go Beyond Together" (Bersama, Melaju Tanpa Batas)—a call to move faster and further together.

Innovation with heart
From brand strategy and positioning to culture, brand identity, and communication, every touchpoint was crafted to reflect a new energy—bold, thoughtful, and collaborative. We designed a living brand system that moved fluidly across digital and physical environments. 

A catalyst for national progress
XLSMART launched not as a traditional telco, but as a challenger brand ready to lead with heart. It quickly became a symbol of what's possible when technology meets empathy—redefining public expectations and setting a new standard for digital inclusion.

Today, XLSMART stands at the center of Indonesia's connected future, helping write its next chapter—one opportunity, one connection, one dream at a time.