Amartha Hang Tuah

HangTuah basketball team has been around since 1995, often known as the ‘underdog’, but in the recent years they have proven as a competitive team in the Indonesian Basketball League (IBL). Amartha, an online peer-to-peer lending, saw the potential of the team and became their major sponsor. The new partnership requires a new brand identity that reflects the revival of the team.

This is a conceptual work for Amartha HangTuah branding. We created an inspirational and powerful brand identity, starting from the logo all the way to the merchandise and print collateral. We want to empower Indonesian next generation to capture opportunities and shape a better future.