Phen Marketing is a Vietnamese academy specializing in training courses in Marketing, Communication, and Advertising fields. Their target audiences are students or office workers who want to learn marketing from the basic levels. However, focusing too much on revenue and ignoring the synchronization in brand identity has led to many problems when they do business. So I was assigned to redesign a completely new brand identity to solve their problems.

My final solution consists of three elements: Logo: I replaced the old Logo, which is a complex image, hard to adapt, with a logo with simpler lines. With the letter “P” in the word “Phen” and the exclamation mark (!) which represents excitement and fun, I turned them into a metaphor expression for a sly but equally youthful face, dynamic. Mascot: In addition to the logo, I decided to create a separate character so that Phen Marketing could exploit the image. The main reason for this is because, in their communication, they often use the word “Phen” in their brand name to refer to themselves, as a specific character communicating with the reader, not just a company.
Colour: I use a pair of darker contrasting colors to emphasize the freshness and strength of the company’s way of working and business ideals.Phen Marketing is a Vietnamese academy specializing in training courses in Marketing, Communication, and Advertising fields. Their target audiences are students or office workers who want to learn marketing from the basic levels. However, focusing too much on revenue and ignoring the synchronization in brand identity has led to many problems when they do business. So I was assigned to redesign a completely new brand identity to solve their problems.