Client: UNESCO

Service: Brand Research, Brand Strategy, Brand Architecture, Brand Identity, Training & Workshop

Creative Director: Two Nguyen,

Brand Strategist: Thinh Nguyen

Designers: Linh Nguyen, Thao Tran, Nam Nguyen

Account Manager: Chau Tran

Giving Ethnic Minority Youth a voice

When it comes to education and employment in Vietnam, ethnic minority youth have not yet received the same opportunities as their city counterparts. To bridge this gap, CJ Group and UNESCO join forces to launch a nationwide initiative that encourages them to stay in school and gives them a platform to prove themselves.

A story to inspire

To build a brand representing such diverse individuals, we found and developed a brand narrative among thousands of stories from Ethnic Minority Youth; a narrative that is compelling and resonating among all youth of Vietnam.

Based on this brand story, we came up with the project name: ‘We are ABLE’ – a statement from the ethnic minority youth, showing the world that they are confident in their capabilities. The name also captures the project objective, with ‘ABLE’ standing for ‘Achieving Better Living and Education’. The name works in both Vietnamese and English and can be adapted into different slogans for various occasions.

A platform for participation

At the heart of the identity is a modernized combination of patterns from ethnic groups in all parts of Vietnam. This visual asset represents the participation of many different groups in the project, from the ethnic youth to the main donor CJ Group. By participating, the donor can proudly show its contribution to the development of local communities. This can also act as an invitation for other brands to join force and create meaningful changes in Vietnam.