Spirit of Saigon
Creating a powerful symbol of Vietnam’s emergence onto the world stage
Vietnam is forging a new path for itself as one of Asia’s fastest-growing economies, and the capital – Ho Chi Minh City – plays a key role in that dynamic growth. But to date the city has lacked an iconic modern landmark to signal its rise, and capture the minds of people around the world. When Bitexco approached us to brand their twin tower development, we saw an opportunity to own that story.
Client
Bitexco
Location
Ho Chi Minh City, Vietnam
Our first step was to create a core brand idea – Rise Up –to align this narrative with the project.
Next, we worked with the team to change the original intended name of ‘The One’. We created ‘Spirit of Saigon’, a name that wasn’t just an identifying label – it actually stood for something: a turning point for Vietnam, and a place for Ho Chi Minh City among global cities.
Finally, we devised a brand identity and system that’s bold yet sophisticated, and that displays a dash of vibrancy synonymous with Vietnam’s rise and energy, and the will of the people of this city.
Key phases of the build begun at the end of 2019, with progress now visible on the Ho Chi Minh City skyline. Once complete, the twin towers of 48 and 55 floors will feature offices, a hotel, luxury apartments and podium-level retail.