THE LOCALS VIETNAM
Creative Agency
In 2016, I joined The Locals, a startup Creative Agency in Ho Chi Minh City, as a Senior Art Director. Alongside leading multiple advertising campaigns, I was entrusted with developing the agency’s brand identity from the ground up - from the logo and core visual language to the complete corporate identity (CI) system.
Brand concept & Inspiration
The identity of The Locals draws from Vietnamese cultural roots, specifically the traditional Dong Ho folk painting style.
Known for its bold lines, symbolic storytelling, and handcrafted textures, Dong Ho art became the foundation of our unique cross-over visual style.
Original Dong Ho folk art style
Identity
We reinterpreted this aesthetic with a contemporary twist, creating a visual identity that felt both authentically local and creatively modern. This style was consistently applied across: Logo design, credentials & decks, presentation templates, internal and external communication touchpoints.
The result was a bold and distinct brand that stood out in the creative field, instantly recognizable and deeply rooted in local culture.
Creative Extension & Social Media Impact
To amplify our identity, I created a series of modernized Dong Ho artworks for The Locals’ social media. These reinterpretations of traditional folk paintings blended heritage with a fresh, creative twist, helping the agency stand out and attract attention in the creative industry.
This content series, which I illustrated and art-directed, played a key role in building brand awareness and establishing The Locals’ creative voice online.
