Design of the “Sitha” Mascot as the Visual Identity of Brumbung Village, Based on Local Wisdom

Abstract

This study aims to design a mascot as part of the visual identity of Brumbung Village that can effectively represent local wisdom. The research problem stems from the suboptimal use of visual identity in conveying the village’s cultural potential. The method used is a qualitative approach employing the ADDIE model (Analyze, Design, Develop, Implement, Evaluate). Data collection was conducted through triangulation involving observation, interviews, and documentation, followed by analysis using qualitative descriptive methods. The results indicate that the Sitha mascot, developed from the figure of Dewi Sitala on the Jaladwara relief, was successfully transformed into a communicative visual character through a process of stylization and simplification of form. The chibi character approach was used to build emotional closeness with the audience, supported by visual elements representing local cultural values. The implementation of the mascot in digital and print media demonstrated flexibility and consistency in visual identity. Evaluation via a questionnaire revealed a very high level of audience acceptance, particularly regarding cultural representation and promotional effectiveness. Thus, the Sitha mascot has the potential to strengthen the branding of Brumbung Village through a visual communication design approach rooted in local wisdom.