Becamex
Becamex is one of the leading players in the development of Vietnam’s industrial economic infrastructure. While respected locally for transforming the Binh Duong province into an economic hub of entrepreneurship, the Becamex brand name is not widely known and is in fact commonly confused with the local Binh Duong football team which the company sponsors. As Vietnam continues to rise and progress, the opportunity emerged to position Becamex as a modern and international corporate brand at the forefront of Vietnam’s Industry 4.0 and a creator of Smart City infrastructure and solutions.
Becamex is one of the leading players in the development of Vietnam’s industrial economic infrastructure. While respected locally for transforming the Binh Duong province into an economic hub of entrepreneurship, the Becamex brand name is not widely known and is in fact commonly confused with the local Binh Duong football team which the company sponsors. As Vietnam continues to rise and progress, the opportunity emerged to position Becamex as a modern and international corporate brand at the forefront of Vietnam’s Industry 4.0 and a creator of Smart City infrastructure and solutions.
Client: Becamex
Agency: Segdwick Richardson
Strategy & Copy: Dominic Mason
Creative Direction: Mohd Fauzi
Art direction & design: Yvonne Chew
Agency: Segdwick Richardson
Strategy & Copy: Dominic Mason
Creative Direction: Mohd Fauzi
Art direction & design: Yvonne Chew
Brand Identity – The Apex
Inspired by the symbolic meaning of an apex and an urban city skyline, the brand identity signals leadership in the industrial and urban real estate development sphere. A forward arrow between letter E and X creates a sense of progress and future momentum. A brand identity solution that reflects the international, modern and smart transformation of the new Becamex brand.
Brand Idea
The Trusted Industrial and Real-Estate Developer
Brand Proposition
Vietnam’s leading industrial and urban developer that contributes to socio-economic growth.
Brand Purpose
Building progress and prosperity for Vietnam.
