AGI Open 2025
Client
Client
Alliance Graphique Internationale (AGI)
Alliance Graphique Internationale (AGI)
Type
Type
Visual Identity
Visual Identity
,
,
Campaign
Campaign
Year
Year
2025
2025
About
About
BaseSGN developed a 360° identity for AGI Open 2025 that reimagines Vietnam through a contemporary lens, avoiding familiar cultural clichés while staying deeply rooted in the visual language of Ho Chi Minh City. Inspired by the city’s vernacular typography, signage, and everyday street rhythm, the identity extends across branding, environmental graphics, communications, and merchandise, creating a cohesive experience that feels both authentic to locals and fresh to an international audience. The result is a system that captures the energy of a city in constant motion while reflecting AGI’s spirit of exchange, experimentation, and contemporary design.
BaseSGN developed a 360° identity for AGI Open 2025 that reimagines Vietnam through a contemporary lens, avoiding familiar cultural clichés while staying deeply rooted in the visual language of Ho Chi Minh City. Inspired by the city’s vernacular typography, signage, and everyday street rhythm, the identity extends across branding, environmental graphics, communications, and merchandise, creating a cohesive experience that feels both authentic to locals and fresh to an international audience. The result is a system that captures the energy of a city in constant motion while reflecting AGI’s spirit of exchange, experimentation, and contemporary design.
Credits
Creative Director
Joshua Breidenbach
Design Director
Tien Nguyen
Senior Designer
Hieu Vo, Duy Nguyen
Designer
Hau Huynh, Truc Huynh, Kalok Kwok
Quote
Base Design Saigon
Credits
Creative Director
Joshua Breidenbach
Design Director
Tien Nguyen
Senior Designer
Hieu Vo, Duy Nguyen
Designer
Hau Huynh, Truc Huynh, Kalok Kwok
STUDIO
Base Design Saigon
