Strengthening Visual Identity and Digital Skills of MSMEs through Participatory Design Interventions

Abstract

This community service project aimed to improve the promotional capacity and brand visibility of Percetakan, Kaos, dan Sablon Kontras, a local MSME in Madiun, Indonesia, which faced persistent challenges in digital marketing, visual branding, and customer engagement. The objective was to address these issues by implementing an integrated strategy that combined the development of digital media, printed promotional tools, and practical training in content creation using accessible platforms. The study adopted a participatory action research approach, involving the business owner in each phase from problem identification to media production and skill-building workshops. Key outputs included a curated Instagram feed, promotional videos, banners, brochures, and packaging designs. In addition, workshops on Canva and CapCut were conducted to transfer digital skills to the partner. As a result, the business recorded a twofold increase in digital engagement, improved customer perception, and demonstrated the ability to independently manage promotional content. Feedback from the partner also indicated increased confidence and motivation to expand market reach. The novelty of this project lies in its hybrid model: combining participatory design thinking, low-cost digital tools, and knowledge transfer within a short-term academic engagement. Unlike typical service-learning interventions that focus solely on output, this project emphasized sustainable impact through skill empowerment. The approach presents a scalable model for empowering MSMEs through university-led digital branding strategies, particularly in underserved regions.