Mindful Indulgence living platform
Sống means “to live” in Vietnamese. Sốngplatform is developed to foster mindfully indulging for progressive who are the architects of how we shape our lives, work, experiences, and how we can co-evolve in the future.
The first project of Sốngplatform was Sống Hue. Vietnam's first innovative premier creative commercial complex in Hue City. It was meticulously crafted as an ecosystem for work, rejuvenation, encounters, learning, and artistic appreciation. In there is Vietnam's first Digital Museum which seamlessly fuses art, local heritage, education, entertainment, and technology, offering visitors a unique immersive experience.
Uniting tradition, experience and communities
We immersed ourselves in the heritage, culture of Vietnam, whilst learning about similar models in the world in order to truly understand the vision and uniqueness of Sốngplatform. It embodies heritage, modernity and ambition. And it’s our challenge to demonstrate these in a succint and remarkable way.
A beautifully logotype was crafted with fluid strokes in the word “Sống:”. It suggests water (source of life and culture) and ancient ink writing, while the sans serif font in the word “Platform” suggest the modern life. The icon is a colon which represents the brand positioning: the definition of a new lifestyle.
Inspired by Sốngplatform’s values and a sense of purpose, we created an identity system that speaks to the potential investor whilst still feeling friendly to its customer. The icon was developed into a memorable and flexible brand master that highlights the experiences at the Songplatform.
The colour palette is bold and bright and is anchored in Vietnamese traditional art. The blue was inspired by the Cham color which is a mountainous ethnic signature fabric coloring, the Red is inspired by Kim Hoang printings, a northen tradittional craft printings. Pairing with the color palette is Be Vietnam Pro, a clean sans serif font family– together allows for the juxtaposition of craft and reliability, modernity and tradition.
The exterior of Sống Hue is inspired by the Phap Lam decoration art of the Hue Imperial Palace. The building looks like a giant sculptural work, making it the unmissable place to visit in Hue.
The brand identity is a fine balance between many opposite values that helps the Sốngplatform to be ready to enter its exciting future with a spirit of proud and optimism.
Credits
Creative Direction: Dương Đỗ
Marketing Strategy & Execution: Vũ Lưu, Đức Thuận
Content Strategy & Copywriting: Trọng Hiếu, Mai Hương, Lucas, Liinh
Brand Design: July N, Đào Lee
Graphic Design: July N, Dao Lee, Như Nguyễn, Quang Phạm
Exterior Design: Đào Lee
Photograph & Video: Thắng Bina
