White Palace
- Rebranding
To the locals of Saigon, White Palace has been one of the most well known wedding venue to the mid and high class citizen. However, in 2018, their infrastructure, marketing assets, and even their business were facing trouble as they are either outdated, or misleading. One of the biggest example of being misleading is that although they are famous for being a wedding venue, one of their biggest income was also being a business building, but they were never mentioned as such. Thus, the goal from the brand team for this pitch is very clear, they are going to have a new overhaul of their venue, their branding, and even their proposition.
During this time, I was a fresh out of college graphic designer, who joined a small but energetic creative agency name Next Good Things, and have a chance to join the pitch. This was my first time doing a pitch for a real client, this was even my first time doing a pitch internally for a job, and I did wonderfully. Not only did my concept and design won the heart of my senior peers, but also the mind of White Palace CEO. My rebranding project was going to end with a great success, until politic and money problems appear from the big guys.
Role: Graphic Designer
Year: 2018
Client: White Palace
Agency: Next Good Things
Creative Director: Châu Nguyễn (Minchu Nguyen)
Design Supports: Trí Đặng
Harmony
The Design is constructed by many level of meaning. From my perspective and concept, the “WHITE” resemblance the white light, in which contains every other color, and the “PALACE” stood for a platform, a base, a huge space that White Palace can develop and host the most momentum and serve high class food. With that base concept in mind, I design the visual of the logo to reenact the action of opening a door, with the small circle in the W as a doorknob, leading the guest and shining the light into the grand hall, which form by the letter P.
Furthermore, the design is built respectively inside a grid in order to stress the value of White Palace as a trustworthy and dependable restaurant. In term of visual inspiration and direction, I tend to have a mixture between the classic design movement, such as art deco, and a more modern art style, such as flat design or minimalism. Such mixture creates a new public image for White Palace, but still retain their elegant trait that was built through 20 years of hard work and compassion.
