client
WeCreateContent (WCC)
year
2022
Sector
Editorial Agency
Scope
Branding
Logo Design
Social Media
Motion Graphics
Overview
Stepping up as Vietnam's leading editorial agency, We Create Content (WCC) boldly takes on the mission to connect international brands with the vibrant local market. Embarking on a journey to further amplify WCC's voice, we aim to illuminate its unique, spicy, and insightful content that resonates with audiences. Joining forces with WCC, we at Collective Design Agency channel our expertise in digital storytelling and human-centered design to echo the vibrant tones of Vietnamese culture to a global audience. It's more than a project; it's a symphony of voices, a shared passion, and a testament to the power of collaboration in painting a vivid picture of Vietnam on the world canvas.
Moodboard inspired by vibrant cultural elements
"We LOVED working with CDA on our agency rebrand and new website. Their international-based team of designers and global perspective made them the perfect fit for our agency, which helps global brands enter Vietnam."
Challenges
Goals
Our challenge is to shift the global image of Vietnam while refining We Create Content's brand identity. We aim to depict a modern Vietnam, blending traditional values with a vibrant, contemporary palette, all without resorting to cliché or predictable symbolism. At the same time, our goal is to solidify WCC's position as an experienced editorial agency, not just a content farm, leveraging their unique blend of local insights and international expertise.
We aim to make WCC the top choice for content creation among global brands in Vietnam, encouraging bold creativity for standout branding. Our focus is on seamless adaptability, from social media to websites, ensuring WCC stays ahead in the fast-changing world of digital content.
creative concepts
Concept A - Content with an Accent
This concept highlights the process of localizing content and the subtle nuance in “Viet-lish” commonly used both inside and outside Vietnam. By transcribing certain English words into “Viet-lish” and celebrating the beauty in Vietnamese signature diacritics, this concept instills a sense of local insight and creative wit in WCC’s brand.
Concept A inspired by Vietnamese language diacritics
Concept B - Content that drives Local Traffic
Embracing the typical chaotic local traffic in Vietnam, this concept conveys the opinionated and personality-filled content by WCC. Using dynamic and playful typographic layouts, this concept imagines WCC as a dynamic force of creativity and a masterful navigator of Vietnam's complex market.
Concept B - dynamic content driving local traffic
Concept C - Locally-sourced content for global brands
Borrowing from Vietnam materials, this concept aims to replicate the authenticity of Vietnam. The design takes inspiration from the ordinary objects of daily Vietnamese life to position WCC as dynamic, opinionated, and fun. Meanwhile, it demonstrates WCC's deep insight into the Vietnamese market and mindset.
Concept C - Locally-sourced content for global brands
Following in-depth deliberation, we selected 'Content with an Accent' - a bold testament to WCC's profound grasp of local nuances. Harnessing the linguistic artistry of "Viet-lish", we highlight WCC's local editorial insight, unearthing a fresh perspective in the content landscape. Our visual approach, inspired by Vietnam's unique diacritical marks, results in a dynamic graphic design system, symbolizing the fluidity and versatility of WCC's content creation.
revised logo
Newer Look, More Spicy
Updated WCC logo reflecting a modern and dynamic identity
Updated WCC logo reflecting a modern and dynamic identity
The choice of the Quincy CF typeface, which is highly legible, versatile and has a classic yet modern appeal, could be seen as a nod to the editorial nature of their work. Its readability shines a light on WCC's dedication to clear and approachable communication, while its versatility mirrors the brand's dynamic adaptability in the ever-evolving content landscape. The reduced space between 'W' and 'C suggest WCC's unique approach to content creation - bold and unafraid to disrupt the norm while also indicating a close-knit community and strong partnerships with clients and within its team.
Updated WCC logo reflecting a modern and dynamic identity
color palette
The embossed and contrast colors were meticulously selected to mirror WCC's brand persona: spicy and dynamic. These hues infuse a global touch and encapsulate the vibrant essence of Vietnam. A nation celebrated for its cultural diversity, tropical climate, and energetic market, Vietnam's unique character is subtly reflected in the color scheme, making the design a perfect blend of local flair and international sophistication.
Vibrant color palette reflecting WCC's dynamic brand persona
Vibrant color palette reflecting WCC's dynamic brand persona
typography system
Primary Typeface
Secondary Typeface
We like Quincy CF for its funky classical serif aesthetics with its rounded terminals and friendly proportions. We believe it will be a perfect display fonts to showcase WCC's editorial mindset.
We decided to choose Be Vietnam Pro (a font made by a Vietnamese design team) to be the secondary typeface. Its ultra modern form, hyper legible characters and wide range of options makes it a perfect fit to reflect a modern Vietnam.
Typography selection for WCC: Quincy CF and Be Vietnam Pro
Typography selection for WCC: Quincy CF and Be Vietnam Pro
Typography selection for WCC: Quincy CF and Be Vietnam Pro
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
visual motif
Drawing inspiration from the visual rhythm of Vietnamese tone mark graphics, we've conceived a graphic system that celebrates linguistic beauty and melds global editorial perspectives with local voices and insights. Crafted with a dash of playful audacity, the system communicates the brand values effectively, embodying a bold punctuation mark on WCC's journey to offer spicy, opinionated content.
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
Visual motif inspired by Vietnamese tone marks, blending global and local perspectives
WCC branding on social media
Photography Direction
WCC branding on social media
Direct Flash Photos
WCC branding on social media
The use of visual system in WCC's digital applications
The use of visual system in WCC's digital applications
Direct flash photography is characterized by its use of direct lighting, which produces high contrast and a distinctive look. This technique typically involves a dark background, which emphasizes the subject and creates contrast in depth. The use of direct flash also creates harsh back shadows, which can be used to highlight the key object in the composition. Unlike some other forms of photography, direct flash often doesn't have much side contrast. In addition to its distinctive look, direct flash photography has roots in film photography, and can create a vintage or timeless feel in images.
The use of visual system in WCC's digital applications
The use of visual system in WCC's digital applications
The use of visual system in WCC's digital applications
WCC branding on social media
Digital Experience
To underscore WCC's role as a spicy, insightful bridge between global and local perspectives, the site integrates stylized imagery of everyday Vietnamese life, complete with dynamic frames and visual elements. It embodies WCC's Vietnamese expertise, curating industry insights and features with a focus on user accessibility through logically structured navigation.
WCC user-friendly website with dynamic visuals and industry insights
WCC user-friendly website with dynamic visuals and industry insights
WCC user-friendly website with dynamic visuals and industry insights
WCC user-friendly website with dynamic visuals and industry insights
Brand Application
The design system was created to ensure consistency and impact across all touchpoints, enabling WCC to stand out with its fresh and dynamic look. This coherent and versatile design is reflected in every element, from podcast preview banners and social media to websites and physical applications. It's a visual language that embodies the 'editorial factor', truly speaking to the essence of WCC.
WCC design system was created to ensure consistency and impact across all touchpoints
WCC design system was created to ensure consistency and impact across all touchpoints
WCC design system was created to ensure consistency and impact across all touchpoints
WCC design system was created to ensure consistency and impact across all touchpoints
WCC design system was created to ensure consistency and impact across all touchpoints
"The whole process with CDA felt like a genuine collaboration, and it was clear from the start that they had our agency's best business interests at heart. They heard our vision, took on board our agency's positioning and completely nailed the design and website - it's fresh, bold and memorable, which is something that our partners, clients and collaborators are often quick to point out."