Branding & Digital Experience
Chong Lua Dao
Shielding Vietnamese users from fraudulent Internet platforms
This project reimagined Chong Lua Dao - a non-profit project founded by former hacker & cybersecurity specialist Ngo Minh Hieu (HieuPC) with the mission to protect Vietnamese users from ill-intentioned content and cyber scams - with a new brand identity and website. While Chong Lua Dao has a functional browser extension with 40,000+ users and is widely known amongst the community, it lacks a visual system that can effectively communicate with its audience and a website that can deliver a powerful digital experience.
The design goal was to bring positive connotations when it comes to cybersecurity, reflect trustworthiness and assurance, and emphasize the brand message "Safety within reach."
Approach A was chosen. The concept relates to technology, with a modern-designed star reflecting the Vietnam national flag. The curve around "a" represents the meaning of protecting users while it also indicates "an toàn, an tâm, an ninh" (safety, assurance, security).
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