Madison B Jennings madison@mbj.design

Madison is a graphic designer with a BFA in Communication Design from Parsons School for Design. Originally from Dallas, TX, she is currently located in Brooklyn, working in Human-Centered Design.


The View From Here


Desiderio, Kaufman & Metz, PC

Mindless Sketches


Indonesia Brand Concept
Madison B Jennings

Indonesia Brand Concept
Illustrator, InDesign, Photoshop, AfterEffects, XD

This is a branding concept for the country of Indonesia. Inspired by the country's existing motto, "Unity in Diversity," the intention was to visually demonstrate that despite geographic distance between islands in the world's largest archipelago, each island works together to make the country what it is.


At the time of this project (2019), Indonesia was experiencing political tension regarding the wide division amongst their various clans, tribes, ethnicities and economic classes. Learning of this division was unsurprising to me, as the land of the country, itself, is physically divided. What did surprsie me, though, was learning that their motto, Bhinneka Tunggal Ika, translates to, “Unity in Diversity.” I thought the sentiment that their population was connected by being different was lovely, so I used it to dictate my design direction.

Indonesia is made up of literal thousands of different islands, and something like 33% of them are inhabited. Of course they’re all different! In designing a logo to represent them, I wanted to signify that each of these islands represents a piece of Indonesian culture--that each individual population works together to paint the picture of who Indonesia is. 

The static icon was created in Illustrator, and the animation was done in AfterEffects. 

Upon seeing the icon come together, I became obsessed with the idea that each island is a piece of the puzzle, and each piece of the puzzle is a window into what their broader culture is all about. With that in mind, I wanted to use the icon to actually peek into a few of the different sorts of climates in the country.





I finished these photo illustrations in Photoshop (they are probably my favorite part of the project).

From there, I adapted these visual ideas to posters using InDesign, to appeal to international business and tourism.



Throughout the entire project, I felt fortunate that the country itself is naturally so visually stunning. 

Finally, I put together a central website for Indonesia in Adobe XD.