About the company
Gojektopia is a set of characters that can be seen across the Gojek app based on communications that are made by the marketing team. 

Project deliverable(s)
Character visual and concept

Challenges

• Translate each Gojek character's personality into illustrations that feel expressive and instantly recognizable.

• Maintain consistency with Gojek's existing brand and character system across different touch points.

Approach

• Illustrated stories inspired by everyday interactions between Gojek's ecosystem—customers, drivers, merchants, and partners.

• Focused on relatable, slice-of-life moments that reflect how people use Gojek in their daily routines.

• Emphasized expressive facial expressions, gestures, and body language to reinforce each character's personality.

• Balanced humor and warmth to make the illustrations feel approachable and engaging.

• Ensured the illustrations aligned with Gojek's visual language while remaining flexible for in-app use.

Outcome

• Created a cohesive illustration system that maintained character consistency across in-app, TVC, and offline campaign touchpoints.

• Reinforced Gojek's brand personality through witty, relatable storytelling and expressive character design.

Collaborators
UX illustrators, UX copy writers, marketing team