Overview
In an industry saturated with conventional design approaches, Bracom Agency emerged as a distinctive voice through its transformative rebranding journey. After nine years of building brands for others, the agency undertook a rebranding journey to better reflect its own creative vision and expertise. Guided by its philosophy, “Make Your Brand Talk™,” the project aimed to strengthen the agency’s identity through the power of storytelling. The new brand system was built around three strategy pillars: talent cultivation, innovative solutions, and service excellence, creating a clearer, more distinctive presence that reinforces Bracom’s role as a strategic and creative partner for brands.
The Challenge
Facing the repositioning challenge head-on, Bracom's leadership recognized their existing minimalist aesthetic, once a strength, now constrained their creative expression. Market analysis revealed a troubling homogeneity among Vietnamese design agencies, with most defaulting to safe black-and-white palettes. This insight prompted Bracom to make a bold departure, embracing a vibrant new visual language that would distinguish them while staying true to their professional roots.
Design Concept
The resulting "A Century Journey" concept reimagined brand identity as an evolutionary process rather than a static endpoint. At its heart lay a dynamic new logo featuring a stylized "B" with three motion lines, each representing fundamental values: stability, aspiration, and connection. The color system masterfully balanced timeless professionalism (through black and white foundations) with energetic innovation (via strategic orange and blue accents). This duality extended to the custom Bracom Sans typeface, which blended structural precision with fluid creativity.
Key Visual
The Highlight System
Where Strategic Lines Illuminate Brand Stories
A key part of the rebrand was the Highlight System, a visual language that reflects Bracom’s creative process and storytelling approach. Through orange highlights, gradient transitions, and structured graphic elements, the system illustrates the journey from identifying client needs to developing solutions and refining outcomes. Applied consistently across digital, print, and spatial touchpoints, it creates a cohesive and recognizable brand experience. Beyond improving brand recognition and engagement, the rebrand reinforced Bracom’s belief that strong brands must continuously evolve, using design as a tool to communicate new ideas, stories, and possibilities.
This new chapter not only refresh Bracom's image but reaffirm its position as Vietnam's premiere creative storyteller. Every brand has a story worth telling, and that great design evolves to keep that story alive.
Credit
ANDY HO — Creative Director
VAN DUC HOA — Project Manager
TUNG DO — Lead Designer
TUNG DO, TRAM NGO, THOAI VY, THANH HUY — Brand Designer
TUNG DO, TRAM NGO — Type Designer
DAT DO — Type Advisor
TRAM NGO — Illustrator
TRUNG TRAN — Motion Designer
DAT VU — 3D Visualizer
Scope
Logo Design
Visual Identity Design
Client
Bracom Agency
Location
Vietnam