Wahana Group
Started as Company Profile Project, soon grew into a long-term partnership. Recognizing the impact of our work, the owner of Wahana Lentera Raya entrusted us with leading the entire brand management for both its export division (Wahana Furniture) & local consumer brands (Activ, Avanti, Cubic, Creativ, Omaku).
The Challenge
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How to reposition Wahana Group from a local furniture manufacturer into a globally recognized player ready for American & European export markets.
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How to differentiate and grow each local brand in the highly competitive Indonesian furniture industry.
Our Approach
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Built brand foundations: crafted vision, mission, and brand strategies aligned with company growth goals.
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Designed brand message frameworks & guidelines for each furniture brand, ensuring consistency across touchpoints.
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Developed SOPs and staff training programs to strengthen internal branding and service culture.
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Led the creative strategy & communication across ATL, BTL, digital, sponsorships, collaborations, and new market penetration programs.
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Pioneered 3D Augmented Reality & Virtual Tour experiences, enhancing both export presentations and consumer engagement.
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Expanded into online-specific product development, targeting e-commerce and digital-first consumers.
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Executed strong SEO strategies for both corporate and brand websites, driving organic visibility.
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Built and managed an in-house creative team, instilling best practices and innovative execution across campaigns.
01. Brand Guide
Wahana Furniture focuses on B2B and export manufacturing, working with partners through OEM and ODM services. Alongside this business, Wahana also owns and produces several local furniture brands, including Activ, Avanti, Cubic, Creativ, and Omaku.
Before working with Monarchy, Wahana's B2B business and manufacturing capabilities were not yet strongly represented through its brand and digital presence. Monarchy first focused on building a stronger image for Wahana Furniture, helping the company communicate its capabilities more clearly and attract potential business partners.
What We Do:
To give Wahana Furniture stronger foundation, Monarchy developed the brand concept “Improving Life”, along with its visual direction, brand message, and guidelines.
This became the foundation for how Wahana Lentera Raya presents its business, capabilities, and values across different touchpoints.
IMPROVING LIFE > “Enhancing Quality of Life”
Inside the Company
A culture that is embraced by every employee, with the goal of creating a positive impact and improving their overall quality of life.
Outside the Company
The products developed by PT Wahana Lentera Raya are expected to bring meaningful value to consumers, helping improve their quality of life and making their everyday experiences better.
02. Social Media
Monarchy developed Wahana Furniture's social media presence to showcase what the company does, what it produces, its people, and its activities, giving the public a better picture of Wahana Furniture.
The content also helped build a stronger and more modern image, making Wahana Funiture more recognizable to potential partners, customers, and future employees.
03. Company Profile
Wahana Furniture needed a stronger way to present its business to potential B2B and international partners. Its capabilities, facilities, and experience needed to be communicated in a way that felt more professional and reflected the scale of the company.
Company Profile Book
Monarchy created a company profile book that tells the story of Wahana Furniture, showing its experience, products, projects, and capabilities to give potential partners and stakeholders a clearer understanding of the company and the trust behind its work.
The company profile video turned Wahana Furniture's story into a more engaging visual presentation, making it easier for people to get a sense of the company and its scale in a short amount of time.
Company Profile Photo
The company profile photography focused on creating a strong set of professional images that could be used across Wahana Furniture's communication, from its website and social media to presentations and other brand materials.
Company Profile Video
04. Uniform Design
As Wahana continued to strengthen its professional image, Monarchy also designed its corporate batik uniforms.
The design gave the team a distinctive and consistent appearance, while bringing a more polished look to Wahana's day-to-day activities and business interactions.
05. Website & SEO
As Wahana Furniture's business continued to grow, its digital presence did not yet reflect the scale of the company. It needed to be easier to find online, not only for potential business partners, but also for people who wanted to learn more about Wahana Furniture and consider joining the company.
Monarchy developed Wahana Furniture's website to present the company, its products, capabilities, and services in a clearer and more professional way.
We also worked on its SEO to improve Wahana Furniture's visibility on Google, helping more people discover the company, understand what it does, and recognize Wahana Furniture as a growing and credible organization.
Expanding the Partnership
Wahana Lentera Raya was not only serving the export market through Wahana Furniture, which focuses on B2B, OEM, and ODM manufacturing. The company also owns several local furniture brands, including Activ, Avanti, Cubic, Creativ, and OMAKU, each with its own market and audience.
After establishing Wahana Furniture's brand and digital presence, the partnership grew to support these local brands as well. The focus shifted toward building their digital presence, content, and online sales, with each brand receiving the approach that suited its needs.
01. Brand Guide
Before developing the marketing for each brand, Monarchy first took the time to understand where each brand should compete.
We conducted marketing research across Activ, Avanti, and Creativ, looking at their target markets, current positioning, competitors, consumer needs, product strengths, and opportunities in the market. The findings helped define how each brand should be positioned and how it should communicate with its audience.
The Transformation
Activ
Activ was positioned around the needs of married consumers and young families, with furniture designed for everyday living.
The brand direction focused on making Activ feel practical, relevant, and approachable for families building their homes and choosing furniture for their everyday needs.
Avanti
Avanti was positioned around luxury living, targeting consumers who appreciate art, design, and quality.
Its brand direction was developed to communicate a more refined and premium lifestyle, allowing Avanti to stand apart from more mainstream furniture brands.
Creativ
Creativ targets a dynamic audience that is open to the digital era and looking for something less mainstream.
Its direction focused on making the brand feel contemporary, modern, and different from conventional furniture brands.
02. Website
The brands needed websites that could support their different products, audiences, and ways of selling. Instead of using the same approach for every brand, each website was built around how its customers actually make decisions.
Monarchy developed websites for Activ and OMAKU, with each one built around a different business need.
Activ
Activ needed a place where customers could easily explore its full range of furniture and understand each product before making a purchase. The website presents its products with detailed specifications and information, serving both end consumers and furniture stores looking for products to sell.
04. Uniform Design
As Activ continued to build its presence in stores and offline channels, Monarchy also brought the brand identity into the way its sales team presented themselves.
Monarchy designed the Sales Promoter uniforms for Activ, creating a look that was consistent with the brand and gave the team a more professional and recognizable appearance when interacting with customers.
OMAKU
OMAKU takes a broader approach by providing interior solutions for contractors and interior designers, rather than focusing on individual furniture pieces. Its offering includes furniture, doors, roller blinds, and smart film, allowing the website to present OMAKU as a partner that can support different needs within a project.
03. Catalog Design
With the brand directions in place, Monarchy also worked on product catalogs for Activ, Avanti, OMAKU, and Creativ.
Each catalog was designed to present the products in a way that fits the character and role of the brand, while making the collections easier to explore.
Activ
Monarchy organized Activ's furniture range into a clear product catalog, making it easier for customers and retail partners to explore the available collections.
Avanti
For Avanti, the catalog was designed with a more refined visual presentation, allowing the furniture collection and product details to communicate a stronger sense of quality and premium living.
OMAKU
OMAKU's catalog brings together its wider range of interior solutions, from furniture and doors to roller blinds and smart film.
Monarchy designed it as a practical sales tool to help contractors and interior designers understand the solutions available for their projects.
05. Social Media
With the brand directions established, the next step was to bring them into everyday digital communication.
Monarchy worked across Activ, Avanti, OMAKU, Creativ, and Cubic, developing content and visual directions that reflected the role of each brand.
Activ
Monarchy developed Activ's social media content around its products, lifestyle, and promotional activities, supported by Reels and Meta Ads to expand its reach.
06. Offline Marketing Design
The work also extended into physical marketing touchpoints. Monarchy designed an exhibition booth for Activ, Avanti, and Creativ bringing its visual identity into a physical environment for exhibitions and customer interactions.
For Activ, the brand identity was applied to a pickup truck as part of its offline marketing presence.
Monarchy also surveyed several Activ distributor stores to see how the brand was presented in the market and identify opportunities for improvement.
07. E-Commerce System
Activ became the starting point for building a more structured e-commerce presence.Monarchy set up its Tokopedia and Shopee stores, organized the product listings, improved the product presentation, and helped create and run the ads.
After the system was established and running, Monarchy coordinated the Wahana teams from the different brands to continue managing their e-commerce activities.
08. Coaching & Training
As part of the ongoing partnership, Monarchy also worked with the teams behind Activ, Avanti, Omaku, Cubic, and Creativ to support their day-to-day marketing activities.
The training covered how to create engaging organic content, plan and produce content more effectively, manage social media, sell through e-commerce, and operate the marketing systems established during the partnership.
This allowed the internal teams to better understand the marketing direction of their respective brands and apply the systems and workflows in their daily activities.
