Skip to main content

← All projects

BRAND STRATEGY & IDENTITY

05 / 12

Many brands.
One shared language.

Repositioning the visual identity system, from logos and print materials to spaces, content and events.

PROJECTCát Mộc Design & Construction - ReBrandingROLEBrand Strategy · Creative Direction

Cát Mộc Design & Construction - ReBranding — portfolio project

Cát Mộc Design & Construction - ReBranding · Portfolio, page 15

THE CONTEXT & MY ROLE

Every choice
has a reason.

Context

Brands within the ecosystem need to retain their individual character while expressing their connection to Cát Mộc Group.

My role

Led CMG’s multi-brand rebranding process, from direction and concepts through visual execution, as documented in the portfolio.

PROJECT HIGHLIGHTS

01

Brand identity system

Organizing the brands into a coherent visual system, replacing disconnected touchpoints.

02

Bringing identity to life

Extending the design language to signage, company profiles, events and printed materials.

03

From brand to content

Maintaining consistency across architecture content and CMG campaigns.

THE TRANSFORMATION

Drag to reveal the changes

From identity
to presence.

Compare real-world applications before and after the repositioning, as documented in the portfolio.

A CLOSER LOOK

20 communication designs · 4 real-world applications · Click to enlarge

1.1 — Brick and tile — Vietnamese materials in modern architecture — 1.1

1.2 — Brick and tile — Vietnamese materials in modern architecture — 1.2

1.3 — Brick and tile — Vietnamese materials in modern architecture — 1.3

1.4 — Brick and tile — Vietnamese materials in modern architecture — 1.4

2.1 — Building two dreams with dedication — 2.1

2.2 — Building two dreams with dedication — 2.2

2.3 — Building two dreams with dedication — 2.3

2.4 — Building two dreams with dedication — 2.4

3.1 — Building after Tết — Preparing for a new home — 3.1

3.2 — Building after Tết — Preparing for a new home — 3.2

3.3 — Building after Tết — Preparing for a new home — 3.3

3.4 — Building after Tết — Preparing for a new home — 3.4

4.1 — Yoga House — A home that breathes — 4.1

4.2 — Yoga House — A home that breathes — 4.2

4.3 — Yoga House — A home that breathes — 4.3

4.4 — Yoga House — A home that breathes — 4.4

5.1 — The construction team — From drawings to reality — 5.1

5.2 — The construction team — From drawings to reality — 5.2

5.3 — The construction team — From drawings to reality — 5.3

5.4 — The construction team — From drawings to reality — 5.4

On-site brand identity

Project information and workplace safety boards

Brand identity on construction site fencing

Workplace safety poster

Residential construction site sign

YOUTUBE SHORTS

Brand communication videos

Click a thumbnail to play here

Cát Mộc · Video 01

Click to play

Cát Mộc · Video 02

Click to play

Cát Mộc · Video 03

Click to play

Cát Mộc · Video 04

Click to play

Additional materials

Logo system before and after repositioning

Brand identity in physical spaces

Print materials and brand touchpoints

Visual language for specialist content

Brand communication visuals

Event design and 20th anniversary merchandise

Cát Mộc Group 22nd anniversary event visuals

KEEP EXPLORING

PERSONAL BRAND · CONTENT

Architect Phạm Thanh Truyền

Have an idea
we could bring to life?

Let’s talk ↗