"Ugliness or Beauty" represents a brand experience tailored for TEKNO, an online auction platform specializing in antiquities. To creatively communicate TEKNO's message, "Ugliness or Beauty" initiated an auction centered around the concept of "ugliness," aiming to provoke a fresh awareness of the nuanced boundary between ugliness and beauty. This subtle exploration unfolds through the interconnected relationship between humanity and antiquities.

Tekno was born with the aspiration to establish itself as a reliable online platform for art auctions. In response to the necessity of aligning with Vietnamese culture, Tekno's assets underwent a transformation, shifting from car toys to antique items as part of its rebranding.

The brand's essence revolves around discovering the genuine value of antiques through professional auction activities and highlighting their spiritual significance rooted in historical, cultural, and aesthetic narratives.

Derived from the moodboard, the logo draws inspiration from ancient Vietnamese art, featuring interlocking square lines. It embodies the brand's voice of antiquity, balance, meticulousness, and trust. 

Research on hierography and a modular drawing system informs the pictorial foundation. The design is influenced by the symmetry of Vietnamese spirit, reflecting an ancient and meticulous ambiance.

The color palette, comprising blue and gray, takes inspiration from the hues prevalent in ancient ceramic vases, embodying a rich, royal, and robust aesthetic that aligns with the exclusive heritage offered by the brand. 

Blue, in particular, conveys a sense of security and safety for users. Black and white serve as supporting colors, lending a clean, noble, and simplistic appeal tailored for the online platform.

To launch TEKNO's message in a creative manner, ‘Ugliness or Beauty’ set out an auction based on “ugliness” to inspire a new wave of awareness of the boundary between ugliness and beauty. And this is subtly and gently conveyed through the interconnection between human being and antiquities.

In capturing the essence of the Tekno brand, I engaged in mark making to produce visual assets. This approach emphasizes the crafty, artistic expression, and liberating nature inherent in the act of mark making.

Concurrently, photography skillfully preserves the allure of items as they gracefully fade and weather with time, just like the brand assets - antiques.

The experience's ultimate goal is to free the human with scars, wrinkles, calluses,... from the inferiority complex, but rather embrace the mark that they have lived and experienced, just as people value the marks on antiquities.