HO CHI MINH CITY, VIETNAM — Practice Theory (PT), an established branding and design agency from Singapore, has officially expanded into Vietnam. With a strong focus on brand identity and strategy, PT has worked with brands and organizations across the region to find their unique voice, place, and purpose. Guided by a global perspective, PT has brought its approach and expertise in branding and design to this vibrant city, with a mission to nurture brands for the Vietnamese and Asian markets.
Founded in 2015, PT has earned a reputation as one of the leading independent branding agencies in Singapore. The agency is renowned for consistently producing work characterized by typographic rigor and elegant thinking. With a portfolio of international design awards and an impressive roster of respected clients, PT is eager to extend its expertise and exceptional work quality to the dynamic market of Vietnam.
Vietnam is a high-demand market
Vietnam presents a compelling opportunity for PT, given its rising demand for global perspectives and trends. With the changing landscape in Vietnam, there is significant potential for growth and the incorporation of innovative practices. Key market demands and needs in Vietnam include:
Local Perspective with an International Lens
With Vietnam’s integration into the global economy, businesses are seeking design and branding solutions that meet international standards while resonating with a local audience. There is also an inherent need for sensitivity toward the Asian culture and landscape. PT, with its culturally diverse team of designers hailing from Singapore, Vietnam, Korea, Italy, and France, is uniquely positioned to cater to these needs.
Brand Differentiation
The Vietnamese market is increasingly competitive, prompting companies to seek out design and branding strategies that differentiate them from the competition. There is a demand for creative and distinctive brand identities, ones that capture consumers’ hearts and create memorable experiences. This aligns perfectly with PT’s approach to branding. Across varied capabilities that include branding and strategy, digital experiences, printed matter, and moving images, PT’s work is informed by the belief that design can instigate meaningful change and shape culture in enduring ways.
Shaping culture in all that it does
Culture is more than a buzzword. It serves as the foundation for PT’s inspiration, creative approach, and strategic outlook. They are both keen observers and active participants of culture, thriving at the center of an ever-evolving landscape.
Culture is also deeply rooted in shared practices, habits, and codes that shape a society or organization’s identity. By placing culture at the forefront, organizational values and behavior naturally flow. This insight and understanding informs PT’s work, allowing it to use design’s transformative ability to deliver projects that connect with audiences today and define what comes tomorrow.
PT’s success stories in Singapore, such as rebranding the Singapore Economic Development Board (EDB), branding Singapore Art Week in 2022 and 2023, and using AI and Machine Learning models to design “Forming — Unforming,” a book published by SUTD’s School of Architecture & Sustainability Design, serve as powerful examples of their capabilities. By highlighting these achievements in Singapore, PT envisions replicating its success in Vietnam.
“We’re super excited to be in Vietnam,” said Randy Yeo, Founder and Creative Director of Practice Theory. “The country is growing at a phenomenal rate, and in my opinion, HCMC is the most exciting city in the region right now. The energy and drive of the place are inspirational, and each time we are here, it reinforces our initial belief that this is the right place to be. From clients like Singapore’s Economic Development Board to IHH, one of the world’s leading integrated healthcare providers, we’ve had the privilege to work with some of the most forward-thinking brands and institutions, and we cannot wait to grow in and continue our good work in Vietnam.”
Elevating design standards and giving back to the community
While the international team brings a unique perspective, PT recognizes the importance of local understanding and nuances. To that end, PT has assembled a local team in Ho Chi Minh City, consisting of highly-skilled local designers and an experienced local General Manager. As PT’s presence in Vietnam grows, there are immediate plans to expand this team. By combining an international outlook with local insights and a keen appreciation for cultural nuances, PT ensures that each project it delivers reflects elegant thinking, meticulous craftsmanship, and cultural resonance.
As PT enters the Vietnamese market, it seeks to build strong partnerships, collaborate with brands and organizations, and contribute to the growth and success of the branding and design industry in Vietnam.
