ASIAN 2020
THE SURPRISING BOOK
OF THE OPPOSITES
OF THE OPPOSITES
Design Agency: B&A Studio
Creative Director : Hung Nguyen
Graphic Designer: Ngoc Nguyen
Photography: Fuongy Nguyen
Account Manager: Linh Vu
Material: 100% FSC-certificated paper
Material: 100% FSC-certificated paper
Printing processing: Cut-out, Foil Stamping, Pop-up
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A QUESTION OF NUMEROUS OPPOSITES
At the end of Vietnam’s 2020 ASEAN Chairmanship, on behalf of Vietnam’s Government, the Ministry of Foreign Affairs came to ask B&A to develop a document that would report key deliverables/outcomes of its chairmanship year. Moreover, the Government would like to demonstrate a Vietnam of high stability, responsibility and innovation.
CHALLENGING REQUIREMENTS WERE PUT ON THE TABLE
🔹 The document should be creative and differentiated from normal documents without losing its necessary formality
🔹 The document should be creative and differentiated from normal documents without losing its necessary formality
🔹 It needed to reflect the diversity of culture, economy, and politics in ASEAN but not to be too flashy or commercial.
🔹 The document should not only convey Vietnam’s cultural and historic identity but also ASEAN common spirit.
🔹 The ASEAN theme of “Cohesive and Responsive” should not only be shown in the content but also its design.
A SOLUTION OF SURPRISES
A summary of key deliverables was created in the book format with a formal and minimal cover but hidden inside were brightful, meticulous pop-up pages to tell Vietnam’s imprints during its ASEAN leadership year.
Six pop-up spreads, representing deliverables in six key aspects, are composed of 3 paper layers with robust structure to convey messages in a clear yet interesting way. The folding wings perfectly demonstrates the flexibility and responsibility of the theme while celebrating the beautiful diversity of ASEAN culture. On the other hand, these six faces are closely linked together by the solidarity and connection of a cohesive ASEAN community.
From the top-down view, it could be seen as a six-pointed star inspired from the star on the face of the iconic Dong Son Bronze Drum. It was also the symbol of the wise and steadfast leadership in a united ASEAN towards a rich and strong future.
THE APPRECIATION FROM THE GOVERNMENT & INTERNATIONAL GUESTS
The book came as a pleasant surprise and earned lots of positive compliments from Vietnam’s senior leaders and many international officials and guests. It copies were distributed during ASEAN Summit 2020 in Hanoi, and widely sent to governments establishing diplomatic relations with Vietnam. The book was the powerful presentation of Vietnam’s key message: Formal yet dynamic and creative, diversified without flashy, and sustainably cohesive but responsive.
