Local content for global brands
We Create Content (WCC) new logo and visual identity X Collective Design Agency
We Create Content (WCC), founded in 2016, stands as a leading editorial agency in Vietnam, specializing in guiding and localizing content for global brands entering the Vietnamese market. Over the years, WCC has successfully connected industry giants like Netflix, Vespa, and Traveloka with Vietnam's dynamic market. In 2023, aiming to spotlight the vibrant hues of Vietnamese culture on a global canvas, the Collective Design Agency undertook the task of rebranding WCC.
After marking a seven-year footprint in Vietnam, WCC had carved a niche for itself. Under its brand promise "Unlock Vietnam," it has been the nexus of hyperlocal content for global brands, all while crafting unique content marketing strategies. To realize WCC's ambition, there was a need to elevate its presence with a visual identity system that could reflect and bring the desired image to their clients. The objective was clear: craft an identity so versatile that it could effortlessly glide across diverse platforms, all the while encapsulating WCC's dynamic essence and profound cultural acumen.
The rebranding revolved around the theme 'Content with an Accent,' showcasing WCC's deep understanding of local nuances. Drawing inspiration from "Viet-lish" linguistic artistry, the rebranding aimed to spotlight WCC's unparalleled editorial prowess and offer a fresh perspective in the content landscape.
Instead of using a stylized icon and the full name, the new logo is responsive, with two forms: one long, using the full name, and another short with the three initial letters, WCC. These variations facilitate usage and are both designed more simply using a warmer sans-serif typeface, which is also used for major headlines. This new logo is more engaging and can appear in any color from the vibrant new color palette. This palette is a key element in ensuring WCC's identity remains lively and engaging. Furthermore, these colors are deeply rooted in Vietnam's multifaceted cultural spectrum.
In the realm of typography for WCC, the headline typeface "Quincy CF" by Connary Fagen distinguishes itself. This funky classical serif, characterized by its rounded terminals and welcoming proportions, serves as the brand's signature. Complementing this is the secondary typeface "Be Vietnam Pro", meticulously crafted by a native Vietnamese design team. Beyond its crystal-clear characters, this typeface embodies Vietnam's modern spirit, ensuring a harmonious alignment with the present-day Vietnamese context.
The theme "Content with an Accent" is vividly represented through the use of a stylized underline in the typography. This particular element, one of our favorites in this identity, draws inspiration from the typical typing experience of the average Vietnamese on various international software platforms. It symbolizes the fluidity and adaptability inherent in WCC's content creation process. Additionally, a new set of dynamic graphic elements was introduced, inspired by the unique diacritical marks of the Vietnamese language. These elements craft a distinctive and intriguing DNA throughout the visual identity.
The brand's approach to imagery has been thoughtfully crafted to reflect its ethos. The chosen photography style embraces rawness, capturing the spontaneous essence of everyday life using direct flash. This candid technique, characterized by its natural, unfiltered, and impromptu shots, seamlessly transitions to yield polished, professional images when required. Such versatility in imagery, ranging from down-to-earth moments to refined presentations, aligns impeccably with WCC's diverse content spectrum, effectively showcasing their expertise.
In sum, the harmonious integration of vibrant colors, contemporary typography, dynamic shapes, and raw imagery has revitalized WCC's brand. By aligning with the current trends in Vietnam, it's a crucial evolution for a pioneering creative agency like WCC. This reimagined identity not only resonates with audiences both local and international but also encapsulates the essence of Vietnam's vibrant culture. The collaboration between the Collective Design Agency and WCC was more profound than a mere project; it was a symphony of voices and a shared passion. This rebranding serves as a testament to the power of collaboration in painting a vivid picture of Vietnam on the global stage.