Course Project

Conversity: Converse in Diversity

Many people see Converse as just a shoe. Conversity shows it as a canvas, open to every background.

Concept for: Converse Indonesia
Type: Group campaign proposal · Brand Management course
Responsibilities: Brand Analysis (brand association, PESTLE, STP)
Visual Design & Layout

The Insight

Converse's real strength is its community of free, creative people.
In our survey, 72 of 93 respondents still saw Converse as only a shoe brand.
Yet 59 of 93 said it reflects their lifestyle. The connection is there, but it hasn't become part of who they are.
My STP analysis set the target: urban, creative people aged 23-35 who like to customize what they own. Two personas came from it: Asep, a 27-year-old IT worker in Bandung who cares about every detail of his style, and Pika, a 23-year-old artist in Bali who finds ideas in everyday life.
My PESTLE analysis showed growing local creative communities and more young people creating and shopping online. This shaped the open call, the local creators, and the Roblox world.

Move Converse from "a shoe brand" to "a lifestyle brand."
Let the community shape that identity, instead of the brand telling them who to be.
Build something that lasts, not just a one-time campaign.

Built the campaign around one big idea, Conversity: Converse plus diversity. The message: whatever your background, you have the right to create.
Proposed an open design competition, #DifferentRootsSameCanvas, to start the campaign. Anyone can join.
Planned an Indonesian "Converse by Me" store that sells custom editions with the winning designs, plus an exhibition and a Converse world in Roblox.
Planned UGC templates and a New Year mini-campaign, "CONVERSElcaday," to keep people talking.
Planned a closing fashion show with local creators, a public music festival with local small businesses, and a 24-hour flash sale.
Designed the deck's visual identity, layout, and look.