Challenge
KPU Sumut needed a mascot for the 2024 North Sumatra Governor Election that went beyond decoration. It had to represent the region through local fauna or flora, carry a strong philosophical foundation, and function as a symbol of democratic participation that resonated across the province's diverse communities.
Approach
Built the concept around the Thomas's Leaf Monkey, an endemic primate native to North Sumatra, named Si Tobo, short for Thomas Mencoblos. Every design element was chosen with intention: the monkey's natural black and white fur representing balance between public interest, government, and election organizers; Ulos Batak cloth for cultural identity and strength; Sarung Songket Melayu for dignity; and a white shirt for neutrality, with hands holding a nail and ballot as a direct call to participate.
Result
A fully developed mascot with documented philosophy, delivered as a competition submission for KPU Sumut's open design contest.
Competition entry, 2024.
