Challenge

SMI has long been recognized for its role in supporting Indonesia’s infrastructure development. For the 2024 corporate calendar, the goal was to create a piece that is not only high in functionality but also reflects SMI’s spirit of building sustainable innovation. The challenge was to balance between practicality and creativity.

Creative Execution

The creative concept centered on a single metaphor: a window—symbolizing the realization of a vision. Each month’s visual combined hand-drawn line art with infrastructure photo imagery to illustrate how ideas evolve from concept to reality, using continuous stroke to reflect innovation as an ongoing process.

This concept also carried over to the corporate notebook, which featured an exclusive woven-fabric textured cover, contrasting with graphic patterns inspired by Indonesia’s weaving traditions on the inside.

Both the calendar and notebook were packaged in a custom-made drawer-box compartment. The design successfully balances elegance with practicality, with every structural and material detail carefully considered.

Impact

The SMI 2024 Calendar creative concept and process showcases how design can deliver both function and form. Practical, innovative, and on-brand—it checks all the boxes!