The next stage of growth

DiChung is a local transportation technology start-up founded in 2012 with the novel idea of using emerging technology and creative business model to solve social issues caused by urbanization. We partnered with DiChung to help evolve their business and redefine its ambition and brand as the organisation was looking at their next stage of growth.

A new direction

DiChung started out 5 years ago as one of the first companies to use the mobility sharing model. However, as competition increased, DiChung’s uniqueness got lost in the market.

We conducted a series of marketing research, stakeholder interviews and internal brand workshops to help DiChung create a new brand idea that would not only help them differentiate from competitors but also create new and exciting opportunities for future development.

Together we agreed on shifting the brand’s focus from purely communicating functional and monetary benefits to showing the emotional and environmental impact of DiChung’s products.

A symbol of commitment

To reflect DiChung’s vision as an integrated hub for mobility service, ‘better together’ is developed as a simple tagline that would work both externally to communicate the brand’s offers and internally to reflect DiChung’s culture.

We developed a visual identity based on smile to signify the brand’s focus on sharing moments and customer service.

We also simplified the brand architecture into 4 groups of services to help customer navigate between DiChung’s offers.

Across all touchpoints

Together with the internal team we helped DiChung rethink their whole customer experience from operation, marketing, logistics and recruitment.

We created a set of design principles that would ensure that the brand stay consistent yet surprising across all different touch points, from physical to digital.

Empower the brand

Branding isn’t just about how you look. For it to be sustainable, the brand needs to be embedded within the organisation. Therefore, through different brand toolkits and co-creative workshops, we helped the team defined its core values and come up with different internal initiatives and external campaigns. This was an essential part in making sure that the team can promote its culture as the company is growing.

The results

Our work helped DiChung won a competition for start-ups in tourism sector in Ho Chi Minh City and secured a $100.000 seed funding.