Graphic Designers as Actors in the Creative Economy: A Case Study of Their Economic Contribution to the Promotion of the JF3 Fashion Event and the PINTU Incubator

The creative industry positions graphic designers as key players in generating economic value through the production of visual materials that support the marketability, image, and promotional effectiveness of an event. This study aims to analyze the contribution of graphic designers in creating economic value in the promotional process for the JF3 fashion event and the PINTU Incubator program at PT Summarecon Investment Property. The study employs a descriptive qualitative approach using the case study method, utilizing the creative economy framework to analyze how design skills, concepts, and decisions generate added value in the form of production efficiency, reinforcement of a premium image, and enhanced commercial appeal of the event. Data were collected through participatory observation and documentation during an internship as a Graphic Design Intern. The results of the study indicate that the role of graphic designers is not limited to aesthetic aspects but also contributes to the creative economy value chain of events through the consistency of visual identity, efficiency in cross-media adaptation, and the strengthening of the event’s positioning in the eyes of both the audience and business partners. These findings reinforce the understanding that creative skills are a strategic economic resource in the event and promotion industry.