Rubicube Creative

PLAYGROUND UP IN THE JAKARTA SKY

UP at Thamrin Nine

Hospitality & Leisure

SERVICES

DELIVERABLES

INDUSTRY

LOCATION

SERVICES

DELIVERABLES

Brand Strategy

Visual Identity Design

Marketing Collateral Design

Naming & Verbal Identity

Copywriting

Brand Guidelines

Graphic System

Logo

Brand Narrative

Brand Positioning

INDUSTRY

LOCATION

Hospitality & Leisure

Jakarta, Indonesia

ELEVATING JAKARTA’S ASPIRATIONS

At Rubicube Creative, we crafted the brand narrative for UP at Thamrin Nine as more than an observatory—it’s a landmark of Jakarta’s rising spirit. Framing the Autograph Tower as a transformative journey, our work bridges innovation with emotion, turning vertical ascension into a symbolic exploration of Indonesia’s past, present, and future. From skyline storytelling to immersive experience design, we positioned UP as an iconic invitation to see Jakarta from new heights—both physically and culturally.

“The logo takes inspiration from the Autograph and Luminary Tower’s iconic silhouette—clean, geometric, and bold. The emerging square represents the UPfinity Experience, a standout feature that breaks the skyline and redefines the vertical journey.”

MARIO UTAMA, CEO & FOUNDER

MARIO UTAMA, EXECUTIVE CREATIVE DIRECTOR

MARIO UTAMA, CEO & FOUNDER

Play Among the Clouds

Embark on a journey where Jakarta’s skyline unfolds into a canvas of endless possibilities. More than just a sightseeing destination, it’s an interactive adventure that lifts you up, elevating your senses and emotions. Here, explorers from all walks of life can connect, engage, and share vibrant moments that echo the energetic spirit of our community.

Nestled among the city’s peaks, this enchanting realm seamlessly blends the urban landscape with artistic visions and lush natural elements, creating a playground for the soul. Experience the thrill of soaring to new heights and discovering tranquil moments above the bustling streets, in spaces designed for dreams and discovery.