A bold editorial identity that localizes with spice and redefines “Made in Vietnam.”
Overview
We Create Content (WCC) is an editorial agency that helps global brands speak with authenticity in Vietnam - bridging cultures through sharp, localized storytelling. Known for their work with names like Netflix, Adidas, Vespa, and Traveloka, WCC brings a fresh editorial voice that challenges surface-level narratives and taps into real cultural nuance.
CDA partnered with WCC to reimagine their brand identity - transforming it into a bold, dynamic visual system that reflects their unique role as a cultural connector. Inspired by the editorial nature of their work and the linguistic quirks of Vietnamese, we created a brand system that’s as expressive and opinionated as the stories they tell.
OPPORTUNITY
Our challenge was to express WCC's bold, witty editorial voice without leaning on tired cultural clichés about Vietnam. We found the answer in the everyday language of its audience - a natural mix of Vietnamese and English known as “Viet-lish.” Inspired by this hybrid tone, we used Vietnamese accent marks as key visual elements, turning them into a symbol of identity, humor, and local flavor.
LOGO DESIGN
The WCC logo features the Quincy CF typeface, chosen for its legibility, versatility, and timeless editorial charm. Its clean, approachable style reflects WCC’s commitment to clear communication, while its flexibility speaks to the brand’s dynamic role in a fast-moving content landscape.
The reduced spacing between the ‘W’ and ‘C’ hints at WCC’s bold, collaborative nature-tight-knit, disruptive, and unafraid to challenge convention.
VISUAL MOTIF
We turned Vietnamese diacritics into a core visual language that captures the rhythm and character of language itself. These motifs echo WCC’s editorial spirit and carry the rhythm and tone of spoken language into the brand voice, bringing movement, character, and a strong sense of personality. This approach helped WCC have a visual identity that feels both familiar and distinct, deeply rooted in Vietnamese culture, while speaking in a way that’s clear, modern, and full of character.
BRAND APPLICATION
WCC’s identity expands across everyday touchpoints, bringing the brand into daily life in a way that feels natural, personal, and purposeful. WCC's editorial spirit gently weaves through daily experiences, shaping a brand presence that feels familiar, grounded, and rooted in local culture, capturing the spirit of a modern, confident Vietnam.
WEBSITE DESIGN
WCC’s website brings its bold editorial voice online - with high-contrast colors and a layout that feels sharp, vibrant, and full of character. Designed as more than a content hub, it supports WCC’s multi-format storytelling, including podcasts that share insight, spark dialogue, and build deeper connections with its community.
Brand Identity
Collective Design Agency
PRODUCER
Minh Nguyen
CREATIVE DIRECTOR
An Bui
BRAND DESIGNER
Nam Bao
WEB DESIGNER
Tram Nguyen
DEVELOPER
Tin Tran
SPECIAL THANKS TO
We Create Content
