PERANCANGAN IDENTITAS VISUAL DAN KONTEN INSTAGRAM (FEED DAN STORY) SEBAGAI MEDIA PROMOSI WISATA LAWERE BEACH

The development of social media, particularly Instagram, has become an effective promotional medium for introducing tourist destinations to the public. Lawere Beach, located in Lotang Salo Village, Suppa District, Pinrang Regency, has significant tourism potential, including beautiful coastal scenery, supporting facilities, and various recreational activities. However, the use of Instagram as a promotional platform has not been fully optimized due to the lack of a consistent visual identity and well-structured content. Therefore, this final project aims to design a visual identity and Instagram content, consisting of feed posts and Instagram Stories, as promotional media for Lawere Beach. The research employed observation and interviews as data collection methods. The design process was carried out through three stages: pre-production, production, and post-production. The outputs of this project include a visual identity guideline covering the logo, color palette, typography, and layout, as well as nine Instagram feed posts and two Instagram Story contents. Based on the evaluation using Instagram Insights, the designed content demonstrated positive performance, achieving 4,889 views and reaching 527 accounts. These results indicate that the visual identity and Instagram content successfully attracted audience attention, expanded the reach of promotional information, and enhanced the effectiveness of Lawere Beach's digital promotion.
Keywords: Visual identity, Promotional media, Instagram, Tourism, Lawere Beach.

Perkembangan media sosial, khususnya Instagram, menjadi salah satu sarana promosi yang efektif dalam memperkenalkan destinasi wisata kepada masyarakat. Lawere Beach yang terletak di Desa Lotang Salo, Kecamatan Suppa, Kabupaten Pinrang memiliki potensi wisata berupa pantai yang indah, fasilitas pendukung, serta berbagai aktivitas wisata. Namun, pemanfaatan Instagram sebagai media promosi masih belum optimal karena belum memiliki identitas visual yang konsisten dan konten yang terstruktur. Laporan tugas akhir ini bertujuan merancang identitas visual serta konten Instagram berupa feed dan story sebagai media promosi Lawere Beach. Metode yang digunakan meliputi observasi dan wawancara dengan tahapan praproduksi, produksi, dan pascaproduksi. Hasil perancangan berupa panduan identitas visual yang mencakup logo, warna, tipografi, dan tata letak, serta 9 konten feed dan 2 konten story Instagram. Berdasarkan hasil evaluasi melalui Instagram Insights, konten yang dirancang menunjukkan performa yang positif dengan memperoleh 4.889 tayangan dan menjangkau 527 akun. Hasil tersebut menunjukkan bahwa perancangan identitas visual dan konten Instagram mampu menarik perhatian audiens, memperluas jangkauan informasi, serta mendukung Lawere Beach sebagai media promosi digital yang lebih efektif.
Kata kunci: Identitas visual, Media promosi, Instagram, Wisata, Lawere Beach.