Qinan Nazratulya Shafa, Hasbullah, I Nyoman Yoga Sumadewa

Mascot Design of Zara and Vano as a Marketing Strategy for Zabava Labs

Introduction

Mascot design of zara and vano as a marketing strategy for zabava labs. Design attractive Zara and Vano mascots for Zabava Labs' marketing strategy. Enhance social media engagement, brand image, and recognition for their online games, especially for young Indonesian gamers.

Abstract

The development of online games is in line with advances in computer and network technology, including Web3 which includes the use of Blockchain, smart contracts and decentralization. One company operating in this field is Zabava Labs, located in Singapore, with their flagship product, Sentinel Haven. Although Zabava Labs is active on social media, especially Instagram, the visual image of their feed does not represent the company effectively, which results in low audience engagement and interest. This research aims to design a character mascot that is attractive to young gamers in Indonesia to improve the image and interaction of Zabava Labs on social media. The designed mascot is expected to be able to build the company brand by providing a lasting impression, facilitating effective communication with the audience, and increasing brand recognition in the market. Through a creative and innovative design approach, this mascot will become a visual element that is not only attractive, but also reflects a strong and memorable brand.

Review

This paper proposes a timely and relevant intervention for Zabava Labs, a Web3 online game company, by addressing the critical issue of brand identity and social media engagement. The identified problem – an ineffective visual presence on Instagram leading to low audience interaction – is a common challenge for many businesses operating in competitive digital landscapes. The authors clearly articulate their objective: to design attractive character mascots, Zara and Vano, specifically targeting young Indonesian gamers to enhance Zabava Labs' image and interaction on social media. This focus on a specific demographic and a tangible marketing tool like mascot design positions the research with a clear purpose and a practical application. While the problem statement and research objective are well-defined, the abstract provides limited insight into the methodology employed for this "creative and innovative design approach." The success of such a project hinges on how "attractiveness" will be measured and how the design process will ensure the mascots resonate with the target audience. Details on the design principles, iterative development, or user feedback mechanisms that will guide the creation of Zara and Vano are conspicuously absent. For a research paper, it is crucial to outline how the effectiveness of the designed mascots will be validated, beyond merely stating that they are *expected* to build the brand, provide a lasting impression, and increase recognition. A stronger emphasis on the research methodology, particularly regarding validation, would significantly enhance the academic rigor of this study. Despite the methodological brevity in the abstract, the potential impact of this research is substantial. A successful mascot design, as envisioned, could indeed provide Zabava Labs with a strong, memorable visual identity, fostering better communication and increased brand recognition within the burgeoning Web3 gaming market. The paper's contribution could lie in demonstrating a practical application of targeted visual marketing strategies to overcome specific brand challenges in the digital realm. To elevate its contribution, the final paper should rigorously detail the design process, the rationale behind the specific mascot choices, and, crucially, the empirical methods used to evaluate their impact on audience engagement and brand perception.

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