PROJECT Xin Chào!
One Brand 10 + 10 Ways
Scope of work
What I have learned?
Developed a comprehensive brand visual identity for “Project Xin Chào” — an onboarding platform connecting new RMIT staff with local community members through Vietnamese cultural narratives. The campaign theme was “Modern Interpretation of Traditional Vietnam” and aimed to foster inclusion, belonging, and intercultural connections.
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Key Deliverables:
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Created 10 promotional items, applying core design principles (contrast, balance, hierarchy, etc.)​​
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Developed a central key message to be used across integrated campaign touchpoints
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Digitally rebranded the campaign with a contemporary yet culturally respectful visual style
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Incorporated RMIT and Project Xin Chào logos across designs
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Delivered materials optimized for both print and digital usage
Applied art direction techniques to design culturally grounded visuals with a modern edge
Explored the creative process of visual storytelling using local cultural metaphors
Practiced integrating design principles (alignment, repetition, proximity, etc.) consistently across campaign assets
Leverage design skills in Adobe Illustrator
Gained experience with conceptual thinking, from visual ideation to execution
Refined skills in layout design, color theory, and typographic hierarchy
Understood the importance of brand consistency (logos, tone, visual coherence)
Gained experience in creative presentation for clients and public portfolios (Behance)
PROJECT Xin Chào!
Creative Campaign
Scope of work
What I have learned?
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Designed and directed a series of 3 social media video executions and 1 elevator pitch, aligning with the brand’s personality and objectives
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Visualized and maintained a cohesive aesthetic tone and creative vision across all outputs
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Collaborated with content creators, directors, and designers to translate cultural values into contemporary visual storytelling
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Ensured that each video conveyed practical, empathetic, and culturally credible insights about living and working in Vietnam
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Integrated humor, emotional resonance, and strong brand identity in creative storytelling​
Improved conceptual thinking by turning complex cultural themes into relatable narratives
Leverage design skills in Adobe Illustrator, After Effects and Premiere
Applied visual hierarchy, composition, and design principles to ensure coherence across multimedia assets
Practiced collaborative production workflows, balancing multiple creative roles in a campaign
