PENGUATAN IDENTITAS VISUAL, BRANDING RUANG DAN SIGNAGE UMKM DHE KLOPO NUSANTARA BERBASIS KEARIFAN LOKAL LAMONGAN

Abstract

Abstrak
Usaha Mikro, Kecil, dan Menengah (UMKM) Dhe Klopo Nusantara di Lamongan menghadapi tantangan daya saing akibat lemahnya identitas visual, kurang representatifnya ruang usaha, serta keterbatasan strategi pemasaran yang belum terintegrasi secara optimal. Program pengabdian ini bertujuan untuk meningkatkan citra profesional dan memperluas jangkauan pasar UMKM melalui penguatan branding ruang dan signage yang berbasis kearifan lokal Lamongan. Metode yang digunakan adalah Participatory Action Research (PAR), melibatkan mitra UMKM secara aktif dalam perancangan identitas visual, penataan ruang usaha, implementasi signage, serta pendampingan pemasaran digital. Hasil program menunjukkan transformasi signifikan pada citra merek dan operasional usaha. Terbentuk sistem identitas visual baru yang koheren dan profesional pada logo serta desain kemasan, berhasil mengangkat narasi budaya lokal Lamongan. Implementasi signage yang terintegrasi dengan teknologi QR Code meningkatkan visibilitas luring sekaligus menjadi pintu gerbang digital menuju katalog produk. Penataan ulang ruang usaha menciptakan zona produksi dan display yang fungsional dan estetis, berdampak pada peningkatan efisiensi dan pengalaman pelanggan. Secara keseluruhan, intervensi meningkatkan citra merek, memperluas akses informasi produk, dan meningkatkan kapasitas pemasaran digital mitra UMKM

Abstract

Dhe Klopo Nusantara, a Micro, Small, and Medium Enterprise (MSME) in Lamongan, faced competitiveness challenges due to a weak visual identity, a non-representative business space, and an optimally unintegrated marketing strategy. This community service program aimed to enhance the MSME's professional image and market reach by strengthening its space branding and signage based on Lamongan's local wisdom. The method employed was Participatory Action Research (PAR), actively involving the MSME partner in the design of its visual identity, business space arrangement, signage implementation, and digital marketing assistance. The program's results indicate a significant transformation in the brand's image and business operations. A new, coherent, and professional visual identity system was established for the logo and packaging, successfully elevating the narrative of Lamongan's local culture. The implementation of signage integrated with QR Code technology enhanced offline visibility while serving as a digital gateway to the product catalog. The rearrangement of the business space created functional and aesthetic production and display zones, impacting efficiency and customer experience. Overall, the intervention enhanced the brand's image, expanded access to product information, and increased the digital marketing capacity of the MSME partner.