PROJECT XIN CHAO!: UNCOVER THE UNEXPECTED

vietnam branding visual identity Social media post ads motion graphics art direction creative

BRAND DESCRIPTION

“DEPENDABLE – DYNAMIC – UP-TO-DATE – INTERACTIVE”

Mission

Seeing the utmost importance of providing the reassurance and knowledge to newcomers to the country, Project Xin Chao! positions ourselves as a one-stop shop of information that aims to give a new and dynamic insight into the unique beauty of Vietnam infused with diversity, dynamics, and timeless culture.

Vision

As a leader in this kind of information portal for foreign university staff, Project Xin Chao! wishes to spark a sense of belonging to international members at RMIT Vietnam by serving as a cultural bridge and promoting positive social connections.

LOGO

PROBLEM STATEMENT

New members to Vietnam are in need of a handy and up-to-speed information portal to assist their knowledge of all aspects of the country. However, Internet information oftentimes lack interactive features and trendy news. They also look for tips from travel-culture Youtube videos by peer expats, but then realise the problem of credibility and personal bias.

TARGET AUDIENCE

PROJECT DESCRIPTION

"UNCOVER THE UNEXPECTED"

Taking the essence that every destination is adorned with the hidden beauty of human and cultural flows to capture and that a new milestone always comes with great experience,
Project Xin Chao! invites you to hop on the journey to go beyond the visible, unravel all facets of Vietnam, and Uncover the Unexpected.

It is no difficult to spot some of Vietnam's most iconic and representative images on the Internet, from the crunchy bánh mì to the bumper-to-bumper motorbike traffic. The project, however, came about to introduce a new lens into the unexpected sides of Vietnam that may first sound alien but will turn out to be insightful guidance into living in the country.

TYPE TREATMENT

COLOR TREATMENT

PROMOTIONAL ITEMS

GIF

Physical items and Icons

MOOD BOARD

CREATIVE STRATEGY

Beauty in the Hustle

The project aims to portray the most ordinary visual of a modern urban Vietnam, where every movement represents different faiths and stories that gather in one place and

chase for different purposes.

Every human and every object carries the fascinating stories that make them the inextricable components of the culture. Every sound that may be a bit startling, every gesture that may seem uncanny all adds colours to the vibrancy and dynamics of the city.

ART DIRECTION APPROACH

Using a paper-cut collage, we visualise a typical Vietnam street where every element has its role in representing the diversity and dynamics of the country. The sidewalk with the hair barber, street vendors, or even the motorbike taxi that creates a bustling scenery is also an indication of the unique appeal of Vietnam.

The yellow board was inspired by the early 2000s street art that used to be a significant attraction for urban Vietnam. From the shop houses decorated with graffiti to the motor bikes and bicycles crossing each other, every material was selectively brought together to accentuate a blend of tradition and modernisation in today's Vietnam.

Besides, we choose the combination of the original vibrant shades, street sounds, and a joyful, candid tone of voice to lead you to experience the fast-paced Vietnam full of
surprises and oddities to encounter.