For 49 years we’ve been Indonesian-owned and Indonesia-focussed, a commitment to the nation we’re doubling-down on. Having an English-language name was starting to feel wrong somehow.

And we’ve changed so much in the past 18 months that we felt our brand needed to catch up. We have new owners, new management, new people and a completely new organisation. Fortune PR, Fortune Indonesia and our media, activation and digital brands have all been pulled together. And we’ve rewired our processes and culture to deliver this expertise seamlessly and efficiently.

Clients work with us because we know Indonesia from the ground up. And we’ve made our deep, local knowledge a central pillar of Fortuna, investing in the data, research and strategic capabilities to take it to the next level.

The changes we’ve made (and are still making) are significant and necessary. Our new identity is a way to signal them to the world – and to remind ourselves where we’re heading, without forgetting our Indonesian root and values.