Sedayu One
Property
Client
Agung Sedayu Group
to Explore
Building a lifestyle super app from the ground up, with a brand identity strong enough to carry it.
- Brand Strategy
- Brand Identity
- UI/UX Design
- App Development
From a residential tool to a lifestyle infrastructure
Sedayu One began as a simple solution for residents living within Agung Sedayu Group’s residential areas, like PIK2 and Kelapa Gading. Its job was straightforward: let residents pay their IPL dues, check installment status, and manage unit access. A utility built for a defined group of people with a defined set of needs.
But Agung Sedayu Group had bigger plans: turning Sedayu One into a super app that could carry anyone, not just its own residents, through an entire day, food, promos, transport, even flight tickets, all without leaving the Sedayu ecosystem.
Building a brand that could carry a bigger promise
The hardest part wasn’t designing screens, it was repositioning. Sedayu One had to shift from “the app for dues and resident updates” to “the app people use for everything else.” There was also a second layer to get right. PIK2, the flagship development behind Sedayu One, isn’t built by Agung Sedayu alone. It’s a near-even partnership with Salim Group, two of Indonesia’s biggest names operating so closely. Sedayu One’s identity had to reflect that partnership equally, representing both names with the same weight.
Designing the brand before designing the app
Sedayu One’s brand had to exist before its app did. We defined the persona, tone of voice, and messaging first, then let the product follow. It needed to read as more than a service. It needed to feel like a lifestyle companion.
That mattered because Sedayu One serves people across very different stages of life, from elderly long-time residents to young professionals, families, and tourists just passing through. That range shaped the persona Sedayu One reaches for: a good neighbor, trusted, warm, friendly, and helpful in any situation. Never corporate, never cold. That positioning gave the brand its anchor line, Everything in One. All for You, the promise the entire product roadmap would be built on.
Two forces, one shape
Why blue is the right color
The color blue wasn’t picked randomly. The color is widely associated with trust, security, stability, and reliability. It also carries a calming effect, fitting for an app meant to simplify a person’s day.
The palette centers on Pacific Blue as the signature color, paired with a deep Oxford Blue for grounding and a soft Bluish Cyan for lighter, approachable moments, supported by warmer extended tones used sparingly to keep the system from feeling cold or corporate.
From paying dues to running your day
With the brand foundation in place, the product could grow into the role designed for it. At its core, Sedayu One still does what it always has: handling IPL payments, administration, and home management for residents. What changed is everything built around that core.
The clearest way to see the shift: imagine a tourist visiting Indonesia for several days, staying within a Sedayu-developed area. Instead of installing a lot of apps separately, they only need to install Sedayu One. By using Sedayu One, everything they need to live, eat, move, and explore lives inside one app. That’s the gap between where Sedayu One started and where it’s headed, from a tool for residents to a piece of everyday infrastructure for anyone passing through.
