AIC Group

The brief

AIC Group is a Vietnamese corporation active across several infrastructure sectors. Its focus on technology and education helps drive Vietnam's growth and connects the country to the world.

AIC's women-led leadership team wanted to grow its international presence with a corporate identity that matched its ambition, while keeping traditional Feng Shui elements that matter to its Vietnamese stakeholders.

Challenge

Positive energy flow from Feng Shui was essential to AIC's board. The challenge was to keep those principles of shape and reflection and blend them with a modern identity credible on the international stage.

Research

We consulted Feng Shui masters and reviewed many of Asia's fastest-growing companies. Most competitors relied on complicated visuals, which pointed us toward the opposite: a modern identity built on simplicity.

Solution

We designed a simple logo with a bright, distinctive and feminine palette, set in clean, modern layouts. Simplified guidelines made the branding easy to adapt across languages for the launch of the new AIC Group website.

What we delivered

The outcome

AIC has rolled out its new website and logo, including at numerous press conferences, and received positive feedback from international partners. The identity has also brought the team closer around one clear vision.