ANGIA

Corporate Identity

Background
Project’s mission is to build a unique identity that accomplishes the brand’s ambition and achieves global standards.
We have approached by ANGIA Investment in a mission to redefine this huge brand’s visual identity. Founded in 2008, ANGIA has been one of the most developed and potential real estate investment corporations in Vietnam. To gain more trust and achieve better positioning in the market, ANGIA desired to emphasize its pioneering spirit and establish an outstanding identity.

Insight
After our internal interviews with ANGIA, we realized their aspiration and courage to take risks and adopt innovative and new ideas to their investment projects. However, their brand image on media was still conservative and traditional that only focused on their main services without providing any memorable or interesting experience for the audience. This disadvantage obscured insightful stories, strong DNAs, meaningful manifesto and wide visions of ANGIA itself. Thus, we and ANGIA agreed to rebuild a new identity which can inspire, communicate well and create positive values for the brand. 

Challenge
ANGIA is a potential developing company in Vietnam’s real estate industry which is rarely noticed because of the lack of renovation in visual identity design. The tactic to apply minimalism to ANGIA’s logo and the visual system became a risky challenge since Vietnamese real estate firms’ logo are familiar with busy and complicated graphics. It caused a big question “Should ANGIA go with a “same same, but different” logo or a creative breakthrough symbol?To develop a new bold identity for ANGIA, we need to establish an exceptional brand that can represent greater values besides the basic characteristics of a property business. That is a brand can communicate inspirationally and influentially and own a proud icon. “In an environment where every brand competes for the highlight by plenty of details, a minimal meaningful brand surely stands out.”

Strategy
We approached to all aspects of the project by analyzing the brand and its recent identity to extract the most valuable insights: their aim to move forward and the passion to conquer highest peaks with a pioneering spirit and its following stories. The brand strategy was defined by ANGIA strong cultural identity that they constantly boost their decisive determination to achieve nearly impossible successes. On the other hand, we had to ensure the core strategic values of a real estate investment company and transformed them to an iconic visual language to build the foundation and power for future marketing and communication strategies.

ANGIA identity is the symbol of action spirit that builds positive business culture

Brand Content
Speech and words have the power to shape stories. And then stories shape brands
Continuously employing letter A as the narrator, we established the message system to reflect core strategic values, as well as created direct visual associations to the logomark. The message content concentrated on customer’s experiences, partner’s collaborations, investment, and brand values, with comprehensive contents, matched with brand tone of voice to deliver ANGIA intentions. 

ANGIA logo is a story-teller on flexible application system

ROLE

  • Creative & Art Direction