Embracing the philosophy of simplicity, Sorae believes that skincare routines should be effective without unnecessary complexity.
By utilizing a monochromatic color scheme, the brand's identity and packaging will exude a bold and strong aesthetic that resonates with the target audience.
The brand identity of Sorae is meticulously crafted to reflect the brand's core values and evoke a sense of trust, quality, and efficacy.
From product packaging to social media and marketing materials, Sorae's brand elements consistently establish a recognizable visual language.
Sorae's design direction not only enhances the overall brand image but also reflects the brand's dedication to creating a visually compelling and luxurious experience for its customers.
A cocktail book that utilizes geometric patterns system.
Personal Project
Illustration
Editorial
Designed to be your go-to resource for cocktails, this handbook presents a carefully chosen assortment of recipes ideal for crafting delightful drinks at home.
It takes you on a journey through three sections dedicated to the tastes of cocktails: Sour, Sweet, and Bitter.
Each ingredient, like gin, lime juice, tonic water is represented through a geometric patterns system rather than photography.
While some may argue that the availability of online recipes renders it unnecessary, this book stands out for its unique blend of design and content, appealing to those seeking a delightful and engaging cocktail-making resource.
A typeface shaped through code.
Personal Project
Creative Coding
Typography
This project was an experiment with typography in Processing - powerful software that creates visual art by codes.
1. Build the letters The first task involves constructing the characters, beginning with a basic grid framework.
2. Add stroke variable I proceed by introducing the stroke variable, thereby enhancing the distinctiveness of the characters.
3. Add width variable In this phase, the characters are no longer confined to the same grid. Instead, each character is assigned a distinct stroke and width, allowing for greater diversity and individuality.
4. Build the typeface The final step involves the comprehensive development of the entire typeface, encompassing all the characters with their unique strokes, widths, and other design elements.
Years ago, while seeking a fresh perspective of my country beyond the touristy spots, I stumbled upon a fascinating pattern on Vietnamese streets—a myriad of stalls selling food and necessities lining every street-side house.
The photobook's style direction captures a harmonious blend of vintage and contemporary elements, complemented by vibrant colors that reflect Vietnam's flag colors.
Captured and arranged without retouching, each page showcases a different booth, unveiling an extraordinary side of Vietnam.
Vote Oswego: a campaign empowering student voices.
School Project
Campaign
Experience Design
Branding
Vote Oswego is a student-led campaign promoting civic engagement and empowering the Oswego community to make a difference through informed voting for social change.
In this project, our class participated in 2 phrases: Last 72 hours and The Absentee Ballot Party.
During the "Last 72 Hours" we focused on tabling to facilitate student voter registration. This three-day period marked the final opportunity for students to register, with the hourglass as our visual representation.
The Absentee Ballot Party supported students in mailing their ballots, with 8 sections dedicated to various purposes.
As a symbol of civic engagement, the "I voted" sticker holds great significance for voters, proudly displayed as a badge of honor.
The team: Prof. Rebecca Mushtare, Dr. Allison Rank, Danielle Benincasa, Carly Violante, Kayla Matthews, Kelsi Bryden, Liliya Gapyuk, Kimberly Grunden, Ngan Nguyen, Tyler Morgan, Miles Petersen, Nicole Lightfoot, Rasheda McLean, and the grassroots team.
Creative Coffee: a bright coffee spot for the students.
Client:
Creative Coffee
Services:
Branding
Nestled close to the university area, Creative Coffee is a welcoming coffee shop that provides students with a comfortable space to work, study, and connect with others.
The coffee shop's vibrant brand color, yellow, is intentionally chosen to captivate the attention of passersby. It also helps to create a harmonious and energizing atmosphere that stimulates productivity and fuels creativity.
This art direction can evoke feelings of vibrancy, excitement, and sophistication, making them an ideal choice for a coffee brand that wants to leave a lasting impression.
Recollection: storytelling through mementos
School Project
Exhibition
Experience Design
“Recollection: Storytelling Through Mementos” is a traveling exhibition and participatory program designed for adult care residents in CNY in collaboration with students and faculty at SUNY Oswego.
Through facilitated storytelling workshops, participants discovered the profound significance embedded within seemingly ordinary objects, unraveling stories that unveiled deeper layers of meaning.
To disassociate it from last year's exhibition, "Recollection: A Memory Loss Awareness Project," the color was changed and basic brand guidelines were added.
The project is designed as a versatile portable exhibit, utilizing the Hercules Orbital Express System for easy removal and setup, allowing it to adapt to various challenging spaces with different truss configurations.
Accessibility features include placing the main information at eye-level height, testing the font size for legibility, and ensuring that the front panel window is sufficiently large to prevent text from being hidden from different viewpoints.
The exhibition serves as a catalyst for meaningful interactions, sparking conversations, and fostering a sense of belonging within the community.
Storytelling workshops: Seeley Cardone, Michael Flanagan, and Rebecca Mushtare. Project photography: Julie Farquhar. Exhibition design: Kelsi Bryden, Liliya Gapyuk, Kimberly Grunden, Nicole Lightfoot, Kayla Matthews, Rasheda McLean, Tyler Morgan, Ngan Nguyen, Miles Petersen and Carly Violante under the direction of Rebecca Mushtare, and Michael Flanagan.
Bodo's rebranding project aims to redefine its brand image and reinforce its position as a leading SQL and Python data processing platform.
While keeping the logo intact, Bodo.ai will highlight its signature green color to maintain brand recognition. To add a fresh touch, additional colors will be introduced to extend the color palette, injecting vibrancy and versatility.
Geometric blocks and isometric lines will be incorporated into the visual identity to represent the various data elements that Bodo.ai efficiently processes.
With its visually captivating design, the new website ensures that visitors can effortlessly navigate through the various sections and easily find the information they seek.
Farm Swarming provides an online platform where customers can easily browse and purchase a wide array of farm-fresh products from the comfort of their homes.
Central to the logo is a delightful chicken illustration that instantly captures the essence of the agricultural landscape. The color palette also draws inspiration from nature and the vibrant hues commonly found in farms and fresh produce.
Farm Swarming has a clear and noble mission: to connect local farmers and artisanal food producers with consumers who prioritize freshness, quality, and sustainability.
The website's user-friendly layout ensures effortless navigation. Intuitive menus and prominent calls-to-action help users easily browse farm-fresh produce, discover local farmers' stories, and explore the delightful recipes for culinary inspiration.
Meet Dori Bergman, a professional artist, whose work portrays women in the wilderness, emphasizing mental health themes.
In need of a website refresh, Dori's artistic essence will be the focus, with captivating visuals that capture her style.
The website now features a canvas texture layer that beautifully mimics her paintings. Moreover, certain elements from her artwork have been thoughtfully integrated as visual elements throughout the website.
The site will be optimized for both desktop and mobile devices, ensuring a seamless experience for visitors across all platforms.
Formerly Cloudleaf, ParkourSC, a real-time supply chain solutions provider, has rebranded to enhance its impact on supply chain management.
The new branding of ParkourSC is rooted in the concept of "parkour". The logo effectively represents movement while prominently featuring the digital twin, a key component of the platform.
The chosen typography strikes a balance between modernity and readability, encapsulating the company's innovative yet approachable nature.
The rebranding extends to all touchpoints, encompassing posters, the website, social media graphics, and trade show designs.
The new website boasts a clear and well-structured layout that aligns seamlessly with the new brand identity, ultimately giving the company a stronger and more impactful online presence.
This rebrand project marks a significant turning point for the organization as it evolves to meet the needs of its growing community and modernize its image.
Feeling overwhelmed? Click here for a sneak peek of all my designs
Coming soon
Performio
Rebranding
Website
Collateral
Coming soon
Persona Coffee
Branding
Website
Coming soon
Storytelling through Mementos
Exhibition
Experience Design
Farm Swarming
Branding
Ecommerce Website
Marketing
Vietnam in Rectangles
Photobook
The Cocktail book
Illustration
Editorial
Xin chào
I'm
Ngan
Nguyen,
a
good
designer
/art director
finding
my way
to be
great
10+ years in the industry
2010 – 2014
AiO Studio
Graphic Designer
My career kickstarted at AiO Studio, a small design team in Vietnam that specialized in offering affordable brand packages to small businesses. Working there helped me realize the significant impact branding can have, no matter the size of the business.
2011 – 2013
2! Magazine
Editorial Designer
While I was in school, I had a part-time gig at 2!, a bi-weekly teen magazine with a circulation of about 200,000 copies. The magazine eventually stopped publishing due to the rise of digital media, but it was a valuable experience that honed my layout and typography skills.
2014 – 2016
MOV Communications
Graphic Designer
My first full-time job was at MOV Communications, a communication agency specializing in events and activations. I got to be a part of the entire process, from creating proposals to revising designs and overseeing production. It was eye-opening to see the hard work and dedication needed to bring an event to life.
Clients:
Yamaha
Manufacturer
Herballife
Nutrition
Stars Park
Entertainment
2016 – 2018
Various clients
Freelance Designer
Venturing into freelancing allowed me to work with various agencies and companies in Vietnam. It was tough, but it was a valuable experience. My communication skills improved, and I realized how crucial it is to manage time and stay adaptable in this fast-paced world.
Clients:
Buzz Communication
Creative Agency
CVG Cinemas
Cinema
Roche Vietnam
Biotechnology
Samsung Vietnam
Electronics
Lancome Vietnam
Cosmetics
Lune Production
Performing Arts
Juice Beauty Vietnam
Skincare
Tomorrow Grp
Creative Agency
2018 – 2020
SUNY Oswego
MA in Graphic Design and Digital Media
In 2018, I decided to pursue my MA in Graphic Design and Digital Media, putting my career on pause. The program covered various areas such as Experience Design, Website Design, Accessibility, Publication, Multimedia, and even Creative Coding. It was a transformative experience that made me a more versatile designer.
GPA 4.0
Website Design
Experience Design
Multimedia
Publication
Creative Coding
Accessibity
Photography
2020 – Present
Tangosquared
Design Director
Currently, I am part of Tangosquared, a close-knit team of marketers, designers, and developers who thrive on taking on projects that challenge the norm. If you're curious, you can check out our work here.
That means I do everything from creating brand identities to designing websites and making marketing materials.
Typography plays a crucial role in my design work
I believe it has the power to make or break a project, laying the foundation for exceptional design.
I find joy in website design
Webflow is a game-changer for me! It lets me mix my coding skills with design magic, resulting in websites that not only look great but work like a charm.
Multitasking and organizing are a must
Being an organized means I can confidently juggle multiple projects, keeping everything on track and producing outstanding designs.
Creative tech-related ideas excite me
This excitement fuels my dedication to staying up-to-date with the latest developments in the tech industry.
