Indoestri Makerspace
Art Direction, Communications Strategy, Content Strategy
INDOESTRI is a 2,000 m² makerspace in West Jakarta built around a simple belief:
we are all natural learners, and making is a way of shaping ourselves. Rather than treating learning as something that only happens through formal education, INDOESTRI creates a space where people can learn through curiosity, experimentation, practice, and their own initiative. The makerspace provides access to tools, machinery, knowledge, and a community across four disciplines: textile & leather, metalworking, woodworking, and surface. It gives creative people the resources and freedom to make, invent, prototype, and explore without boundaries.
At the heart of INDOESTRI is the idea of being #SelfMade
Being SelfMade isn't about doing everything alone. It is about taking initiative — acting on your passion, developing your skills through practice, and actively shaping who you want to become. The SelfMade community brings together learners, makers, and creative people at different stages of their journeys. Through making, people learn to appreciate the patience, perseverance, and craft behind their own work — and, in turn, develop a deeper appreciation for the work of others.
I approached the brand and content through this lens — making the people, their process, and their stories the center of communication.
Making the programme more personal
One challenge was helping people understand which workshop was right for them. Rather than positioning the workshops as fixed classes with predetermined outcomes, I introduced Studio Series across the Woodworking, Metalworking, and Leatherwork departments.The idea was simple: participants could bring their own project or idea and work with a workshop facilitator to figure out how to make it happen.
This shifted the communication from:
Which class should I take?
to:
What do I want to make?
The content strategy was designed to make this possibility immediately understandable and visually tangible.
#SelfMadePeople
I developed #SelfMadePeople, a content series profiling INDOESTRI members and their personal journeys. Instead of focusing only on what people made, we looked at why they came to the makerspace in the first place — their curiosity, frustrations, ambitions, and desire to learn.The stories followed people before and after their workshops, creating a narrative around transformation rather than simply documenting finished objects.
This became a way to build recognition and connection with the audience. Someone considering a workshop could see themselves in another person's story: I also want to learn this. I also want to make something with my hands. I also want to find a community where I can start.