Gajah Diesel Auto Repair Shop Visual Rebranding by Christian Patrick Jap

Bengkel Gajah Diesel is a pioneer and leading specialist in diesel fuel injection calibration and restoration in Kupang, East Nusa Tenggara. Despite years of proven technical expertise serving logistics operators, truck drivers, and marine engine users, the workshop required a modernized and cohesive identity to strengthen its market standing. This undergraduate thesis presents a comprehensive rebranding project aimed at revitalizing the workshop’s identity, elevating its public recognition, and clearly communicating its specialized service offerings to a broader audience across the region.

The core of this design strategy introduces a new geometric visual identity built around dynamic interlocking letterforms, paired with a distinct color palette of Racing Red and True Cobalt to symbolize strength, speed, and reliability. Beyond identity design, the initiative encompasses an integrated multi-media communication campaign comprising physical outdoor signage, workshop operational collaterals, promotional merchandise, and engaging social media content. By bridging professional visual standards with targeted outreach, this project effectively repositioned Bengkel Gajah Diesel as East Indonesia’s most trusted diesel injection partner while establishing a scalable marketing foundation for its future growth.