Asthara Skyfront City

The Gateway to the World

Spanning 1,100 hectares of land, Asthara Skyfront City is the only integrated city development just steps away from Soekarno-Hatta Airport and the world. A visionary project led by the entrepreneurial wisdom of the renowned Fangiono family, it is committed to pioneering a global city development in Indonesia that creates a meaningful and sustainable future. Asthara Skyfront City’s unique location is aimed at maximizing the airport’s potential and creating a higher quality of living and one-of-a-kind experiences for all.

Project Year 2023

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Challenge

Building a city is a monumental challenge. We were honored to be involved in creating a brand that is a visionary endeavor, becoming a pioneer of a global city for future living in Indonesia. The development began as a blank canvas, with the area largely undeveloped, and we had to envision what it could become in creating a brand that is distinctive, resilient, scalable, and adaptable to last for decades and more to come.

Solution

The branding development took off with rigorous online and offline research across four key areas: Stakeholder Immersion, Potential Customer Immersion, Field Studies, and Desk Research. Anchored by the founders’ vision and guided by key insights, we defined the city's DNA: Infinicity — a gateway to the world where life and its experiences are amplified without limits. The name “Asthara” and its logo were crafted as enduring icons of excellence, abundance, and limitless possibilities. Complemented by the descriptor “Skyfront City,” the brand highlights its unique proximity to the international airport and seamless global connectivity. infinite experience.