My 7-Year Creative Leadership Experience at Indonesia’s Leading Government Information Platform /2017–2024/
YEAR
2017-2024
CLIENT
Ministry of Communications and Informatics,
Republic of Indonesia
ROLE
Content Production
Data Visualization
Cerative Direction
Indonesiabaik.id is a government initiative designed to provide credible and relevant information to the public, especially young adults (18-34 years old). The platform communicates educational content, public announcements, and cultural insights, ensuring that government policies and initiatives reach the community in an engaging and accessible manner.
As Editor, also Creative Lead, I had the privilege of contributing to Indonesiabaik.id’s growth by shaping content strategies, leading a talented creative team, and ensuring that public information was both accessible and engaging.
My 7-year journey at Indonesiabaik.id in 5 key chapters:
✵ Creative Standards & Framework
✵ Scaling Engagement
✵ International Event Creative Leadership
✵ Publishing & Thought Leadership
①
Leading a High-Performance Creative Team
I worked alongside a multi-disciplinary creative team consisting of Copywriters, Graphic Designers, Video Editors & Animators, Librarians, and Social Media Specialists. Together, we produced 8,000+ content pieces, including social media infographics, videos, animations, podcasts, and ebooks. It was a continuous learning experience—adapting to new formats, refining our storytelling approach, and embracing audience feedback to maximize engagement.
②
Defining Creative Standards & Establishing a Framework
I worked alongside a multi-disciplinary creative team consisting of Copywriters, Graphic Designers, Video Editors & Animators, Librarians, and Social Media Specialists. Together, we produced 8,000+ content pieces, including social media infographics, videos, animations, podcasts, and ebooks. It was a continuous learning experience—adapting to new formats, refining our storytelling approach, and embracing audience feedback to maximize engagement.
③
Scaling Engagement and Impact
Over time, Indonesiabaik.id became a trusted source of information, often referenced by national media and regional government platforms. I played a role in guiding the team to identify priority issues, transform complex government data into digestible narratives, and craft visuals that resonated with our audience.
(1) Recognized by the WSIS Awards 2018 for "Government Portal for Viral-able Public Policy Communication."
(2) 700,000+ followers across platforms.
(3) 12 million visitors in 3 months (peak period).
(4) 14 million yearly engagements across Facebook and Instagram.
(5) Strengthtening partnership with 40+ more government and private institutions, universities, and communities.
④
Creative Leadership in International and National Events
The experiences I gained at Indonesiabaik.id opened the door to leading creative teams in high-profile international and national events.
G20 Summit 2022
I had the opportunity to lead a fast-paced creative production team that delivered 200+ content pieces (infographics, carousels, short videos, and bulletins) covering the 3-day summit within a 30-minute SLA (Service Level Agreement) after official statements were released. Our team worked through remote production phase (3 weeks) and on-site production phase in Bali (1 week).
Our content was distributed to national and international journalists, government bodies, and media platforms, supporting official communication efforts led by the Ministry of Communications and Informatics (now Ministry of Communications and Digital), the Ministry of Foreign Affairs, the Presidential Staff Office, and other key stakeholders.
More Global & National Events
The G20 experience reinforced the importance of speed, accuracy, and creative agility. Building on this momentum, I had the opportunity to direct creative teams for:
(1) The 42nd & 43rd ASEAN Summits
(2) Archipelagic and Island States (AIS) Forum Summit 2023
(3) High-Level Forum on Multi-Stakeholder Partnerships (HLF MSP) and Indonesia-Africa Forum 2024
(4) PON XXI Aceh-Sumatera Utara 2024
Each of these events refined our rapid content production model, ensuring that visuals were both timely and effective in communicating key messages.
⑤
Publishing and Thought Leadership
Beyond daily content, I contributed to the development of 40+ eBooks and guideline publications, including:
(1) Survey Penggunaan TIK 2017 (Data visualization report)
(2) Energi Asia (Asian Games 2018 coverage)
(3) Inspiring Spirits and Energy Asia (Asian Para Games 2018 coverage)
(4) G20pedia (A comprehensive guide to the G20 Summit)
(5) Mudik Aman Berkesan (Annual guide to Indonesia’s mudik traditions)
(6) Pemilu Damai Pedia (Guide to Indonesia's 2024 election)
...and many more
Additionally, I developed learning modules for internal use, the Learning Center of the Ministry of Communications and Informatics, and the Ministry of Trade, ensuring structured knowledge-sharing and skill development within government bodies. I also had the opportunity to speak at 40+ content creation workshops across government institutions, educational institutions, and private sectors, sharing insights on content strategy, storytelling, and effective visual communication.
My time at Indonesiabaik.id was an invaluable journey in creative leadership, teamwork, and strategic communication. Every challenge brought new lessons, and every project was an opportunity to grow—not just as a leader, but as a collaborator and storyteller.
As I look ahead, I hope to continue contributing to impactful storytelling and creative strategies, working with brands and organizations that value meaningful communication. More than just creating content, I strive to craft narratives that resonate, inspire, and connect with audiences in a lasting way.
The journey at Indonesiabaik.id would not have been possible without the guidance and leadership of Dimas Aditya Nugraha (Team Leader and direct supervisor overseeing Indonesiabaik.id) and Nursodik Gunarjo (Director of Media Management). I am also grateful for the inspiring leadership of Mr. Rudiantara (Minister of Communications and Informatics, 2014–2019), Rosarita Niken Widyastuti and Usman Kansong (Director General of Communication and Public Information). Their vision and direction have been instrumental in shaping the impact of this initiative.
CREDITS
Dimas Aditya Nugraha—Project Initiator, Vice Editor in Chief Indonesiabaik.id
Akhyari Hananto, Wahyu Aji, Agus Kustiwa, Marolli J. Indrarto—Mentors and Supervisors at Various Global Summits
All the good people who had been working hard alongside with me through this journey