ABOUT
INSIGHT
Forbes Vanguard
Secure the Past,
Define the Next
Project Details
Client
Forbes
Year
2023
Role
Art Director
3D Designer
Motion Lead
Forbes Vanguard is a branding concept shaped around a generation in transition — one that stands at the intersection of legacy and innovation. Drawing from themes like “Secure the Past, Define the Next” and “Vững Gốc – Vươn Mình,” the project celebrates the forward-thinking heirs of family businesses who are redefining success while staying rooted in tradition. The visual language balances bold modernism with heritage cues, echoing the spirit of a vanguard generation ready to move the economy forward.
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The visual cue is developed upon the concept of “Flow” - the movement and ever-changing forward of generation.
Their changing weight and orientation – bound by a grid – really capture the concept of collective thought, structured learning and the dispersion of information – through shared educative experience and personal/professional development – with an abstract but understandable fluidity.
This grid based system open up the expansion and variation for our brand, depending on the format/content, we can adjust the scale, color, orientation of these grid to match the thought behind.
The cue depicts a Vanguard spirit which is seeing possibilities where the others see impossibilities and make the others to follow their direction onwards.
The essence of a new leader generation.
A procedural design system was developed to give the visual device both structure and flexibility — allowing seamless adjustments in shape, density, motion, and behavior. This system ensures each asset feels intentional and consistent, while remaining responsive to different formats, narratives, or energy levels across the brand.
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