We were entrusted with one of the most ambitious branding transformations in Indonesia’s telecommunications history: it’s more than a rebrand of a merger, the creation of XLSMART—a merger between XL Axiata and Smartfren that needed to become much more than a fusion of networks. It needed to become a bold new movement born from synergy, driven by purpose, and designed to unlock possibilities for every Indonesian.

From Integration to Inspiration

The merger wasn’t just a business decision but a call to redefine what a telco could mean to a nation. While the market often focuses on data speeds and coverage, our strategy centered on people’s hopes, dreams, and everyday realities of Indonesians from all walks of life.

Together with the client, we developed XLSMART’s strategic foundation, which is rooted in one clear and powerful idea: Set the pace for Indonesia's digital era by delivering innovation with heart.

It wasn't about being the biggest. It was about being the most human, the most forward-looking, and the most empowering.

Innovation with Heart: A New Strategic Focus

XLSMART was created to move beyond typical telco narratives. Instead of focusing purely on technology, the brand would focus on empowerment. What technology could mean in people's lives is opportunity, transformation, and inclusion.

The positioning came alive through a bold, unified voice: "Bersama, Melaju Tanpa Batas" — Go Beyond Together.

This wasn’t just a tagline; it became the North Star that guided every brand decision, from purpose and positioning to culture and communication.

Bringing the Brand to Life: A Living Symbol of Progress

XLSMART's identity had to be more than beautiful—it had to be meaningful.

We crafted a visual identity system that didn’t just symbolize a merger. Every element of the visual language was intentionally crafted to tell the story of unity, purpose, and unstoppable movement:

Infinity World—The Sphere that represents world-class technology, not just imported excellence, but technology built with Indonesian dreams at its core.

The interwoven shapes symbolize deep collaboration between people, between ideas, and between two once-separate entities now moving in complete harmony.

The bold and geometric logotype embodies strength, resilience, and forward momentum; a visual declaration that XLSMART was built to lead, not follow.

This identity was not just a logo designed to stand still. It was designed to move with fluidity, life, and purpose. Built as a living system, XLSMART’s identity was designed to move fluidly across digital touchpoints, expressive in motion, and deeply resonant across audiences.

Expressing a Bold New Energy

XLSMART's brand expression system ensures that the voice and visuals always reflect its personality: Bold, Thoughtful, Collaborative Enablers.

XLSMART's tone of voice is a careful balance of authority and empathy, speaking confidently yet always rooted in empathy. Every message is designed to empower, whether rallying a nation through bold campaigns about bridging the digital divide, sharing thoughtful stories of rural inclusion, or launching dynamic new products that spark business growth. The verbal character is clear: speak confidently, inspire with heart, celebrate progress, and invite collaboration. Every conversation is crafted to inform and move people forward—boldly, thoughtfully, and together.

Transforming Touchpoints into Journeys

Every touchpoint with XLSMART was designed not just to communicate, but to create meaningful, emotional connections.

Internally, culture activation programs, workshops, and shared rituals united thousands of employees around one powerful purpose: Go Beyond Together. 

For customers, empowering messages and seamless, human-first digital journeys fostered a sense of pride, belonging, and trust. 

With partners, XLSMART told stories of collaborative innovation, positioning itself as a telco and a driving force behind national progress. 

In the public eye, every initiative, from CSR to 5G, reinforced a clear promise: this is a technology built with empathy, driven by purpose, and made for Indonesia's tomorrow. 

XLSMART's brand expression system ensures that the voice and visuals always reflect its personality: Bold, Thoughtful, Collaborative Enablers.

Every touchpoint with XLSMART was designed not just to communicate, but to create meaningful, emotional connections.

Outcome: A New Standard for the Digital Nation

The result was not just a successful brand launch but a paradigm shift in Indonesia's digital landscape. XLSMART emerged as the nation's main challenger, not by dominance, but by leading with heart, human-centered innovation, and a bold vision for national progress.

It redefined what a telco could be: a true enabler of opportunity, inclusion, and transformation. It reshaped public expectations of digital brands—not as distant corporations, but as partners in people's lives. XLSMART became a symbol of unity, momentum, and boundless potential.

Today, it stands not on the sidelines of Indonesia's digital journey but at the center, helping to write the next chapter, one connection, one opportunity, one dream at a time.

XLSMART—Bersama, Melaju Tanpa Batas.