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Self-initiated concept · our own brief, our own brand

Sisa: keep what's left

A savings brand for Indonesian ride-hailing drivers and warung owners, built on the change left over each day.

Fictional client
Sisa
Category
Micro-savings fintech
Line
Branding
Market
Indonesia (Jabodetabek first)
Status
Proposal
App home, driver vest, helmet sticker, warung sign and thermal receipt.
App home, driver vest, helmet sticker, warung sign and thermal receipt.

The brief

The brief, reframed: not "start investing", keep what's left.
The brief, reframed: not "start investing", keep what's left.

The problem

Indonesian fintech looks the same everywhere: blue gradients, 3D coins and "financial freedom". Drivers have been burned by illegal loan apps and distrust anything that looks like one.

The insight

Drivers already count their day in "sisa", what is left after fuel, cigarettes and the platform cut. Savings apps ask them to set goals; they think in remainders, one day at a time.

The idea

The name, the product and the mark are all the remainder. A coin with one tenth kept aside becomes the logo, the daily chart in the app, the vest, the helmet sticker and the line on a warung receipt: "Sisa disimpan Rp 2.000".

What we would make

  1. Research · W1–3
    20 ride-alongs with drivers, 15 warung visits, audit of 30 local fintech apps and illegal-loan look-alikes.
  2. Strategy · W3–4
    Positioning "keep what's left"; OJK wording reviewed with counsel.
  3. Naming · W4–6
    160 names to 24 to 5; the parking-lot shout test; DJKI trademark search.
  4. Identity · W6–10
    Slice mark, sun-tested palette, number type, app UI kit, vest and sticker print tests.
  5. Rollout · W10–12
    Onboarding, warung partner kit, driver-community launch.
Primary lockup, the turmeric version for street use, reverse and app icon.
Primary lockup, the turmeric version for street use, reverse and app icon.
160 names → 24 → 5 → Sisa, with Bahasa, Javanese, Sundanese and Tagalog checks.
160 names → 24 → 5 → Sisa, with Bahasa, Javanese, Sundanese and Tagalog checks.
Coin r 60u, slice 36° (one tenth), parallel 3.4u channel; clear space and minimum sizes.
Coin r 60u, slice 36° (one tenth), parallel 3.4u channel; clear space and minimum sizes.
Palette with computed contrast, number type, the daily slice and the street pattern.
Palette with computed contrast, number type, the daily slice and the street pattern.
12 weeks, field work first, four client gates.
12 weeks, field work first, four client gates.

What we would measure

  • Target: 50% of new users save on 4+ days in their first two weeks
  • Target: 60% of users still saving at day 90
  • Target: trust score above category average in a monthly driver panel
  • Target: 25% of new users arrive through warung partners or other drivers