Interview with Andy Ho, Founder of Bracom Agency, Vietnam

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Andy Ho

As Founder of Bracom Agency, Andy is a firm believer in sharing creativity to the world so as to contribute to the world of creative design.

Interview with the 2021 MUSE Creative Awards Winner - Andy Ho

1Please give us a brief bio of yourself and your creative background.

My name is Andy Ho, I am creative director and founder of Bracom Agency. I was founding Bracom 3 years ago when starting to study MBA with a scholarship. I started my first job as graphic design freelancer since 2010 when studied at university in Vietnam.

Most of knowledge and experience I gain from this industry is learnt by my self as I didn't have chance to study graphic design in any official university. However, thanks for strong business background as well as so much experiences during our startup life, I got a very good senses and could communicate very well with business owner, that could be one of reason why our company could grow fast with huge number of clients today.

2What made you become/why did you choose to become a creative?

I never think that becoming a designer is one of my most successful job. Back to 10 years ago when I finish my first freelance design job, in Vietnam, the Graphic design industry is quite poor and no one choose to study it and make it become their main career path and so do I. However, I still keep graphic design as one of my passion and did it in my free time.

In Vietnam, we have a quote that "you can't follow any job until the true job chooses you" and I think it is correct with me. I started to open startup company from very soon, just 2 years after my university graduation, and whatever I did, I still cover the graphic and brand design tasks. And in spite of my effort, all startups come to an end with so much lost. When I lose everything, I still got job from client about doing design thing. So that why I think that the time to follow the creative industry 3 years ago and make it became our main career at 28.

3Tell us more about your business/company, job profile, and what you do.

Bracom Agency was founded in late 2017 and is based at Saigon, Vietnam. We focus on branding strategist & communication design. Bracom offers a full service for your logo and brand identity design together with packaging design and production. We are a team of young, dynamic and vibrant people with great graphic design qualities that can help with the usage of visual elements to tell your brand’s authentic story in unique way.

Our mission is to create products of superior quality that can satisfy highest expectations for a communication campaign. Bracom is just a small team, but we definitely not a regular team.

4What does “creativity” mean to you?

Some of my friends think that "creativity" refer to "create a new thing", but I believe that in an open world with very developed social network today, most of creative designer focus on how they develop a current design or product, more that create something that never had in the market before. And by sharing our work together, we are indirectly contributing to the world of creative design and help grow our community together.

I has been inspired by many influenced designers and agencies to create my great thing, so I also would like to share my work to the other and hope that could inspire them too. That why I believe that "creativity" is enhancing current works by research and learnt more from others.

5To you, what makes a “creative” idea and/or design?

Keeping research everyday and travel more often could be great input for your creative "brain". As a man who traveled to 26 countries, I studied a lot from each journey and could make it become a useful tips when work with foreign client. I also have a habit to research new idea everyday in Behance or Pinterest when wake up.

6Tell us about your creative and/or design process.

I usually follow 6 steps in almost project, that are:

1. Interview/ Site visit to discover our client's brand/product.

2. Visual research and industry/market study to get the best insight.

3. Present moodboard/ stylescape for project orientation.

4. Design and revise

5. Present final product for client

6. Production & Handle

7What's your favorite part of the creative process and why?

I love the first and second step as these are always the steps that I could experience and learn new things from the industry, the market and our clients. I love challenge to design new product or new industry as it could help I discover how large our world is.

8Describe your creative style and its main characteristics.

Some of my clients give my a feedback as: "Your design might not so fancy or something totally different from the other, however it is so attractive and suitable for us to use in daily activities". I think that it could somehow describe our designing style, as it fit with each business model and easy to understand and adapt in large scale. Some of main characteristics could be: friendly - smart - eye catchy - modern - high class.

9Do you think your country and its cultural heritage has an impact on your creativity process?

Yes of course. I love Vietnamese tradition and cultural heritage. In this winning award, the Vietnamese culture of the "Moon festival" inspired me a lot.

10Congratulations! As the winner of the 2021 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

I don't know how to describe how lucky and happy we were at the time receiving the winning announcement. This award marked how far we have accomplished on branding and packaging design, how much we have fought for what we believe, for Vietnam brands.

11Can you explain a bit about the winning work you entered into the 2021 MUSE Creative Awards, and why you chose to enter this project?

Our winning project is called "Mooncake magic gift box", we finished it in late September 2020 to celebrate Vietnamese traditional Moon festival (aka Mid-autumn festival). Mid-Autumn Festival, also known as Moon Festival, is a traditional festival celebrated across many Asian countries. The date of celebration falls on the 15th day of the eighth month based on lunar calendar, as known as a full moon day.

In Vietnam, it is regarded as a children’s holiday as well. The mooncake set by Bracom, featuring the enchanting image of the moon, is highly believed to be a valuable present to show our appreciation toward friends and clients for their productive cooperation. The visualization of the autumn moon rising over a tranquil lake reminds us of putting aside the hectic life to enjoy the allure of nature for the present.

12What was the biggest challenge with this project?

Mid-autumn festival is also becoming an occasion for packaging project as there are so many brand public and introduce there mooncake package. Our biggest challenge is seeking some new idea to deliver and develop an mooncake gift box set by a new way. One of the most extraordinary highlight of Mid-autumn festival is children's lantern parade.

As each of them brings a different color lantern, they create a long colorful line when they walk around on the street. Thanks to our special materials, colors of the moon can change and sparkle that makes its packaging even more attractive. When putting our mooncake sets together, we can create a beautiful picture. By making a box combination, we can also build up a round table with four chairs surrounding to recall the depiction of a family reunion.

13How has winning an Award developed your practice/career?

The award is one of our milestone in career path and development story. We put the prize on our portfolio and website to attract more potential clients. We also received more clients from that time, and it give us chance to make more extraordinary product so far.

14What are your top three (3) favorite things about our industry?

- Rapid change and unexpected outcome

- Sustainable development

- Not easy to replace by AI or other technology

15What makes your country specifically, unique in the creative industry?

The creative industry in Vietnam is quite young but very well developed with international integration. We have a huge quantity of young designer just grow up and graduate from university, it creates a large supply for labour forces in this industry. The Vietnamese economics is continuing growing fast and it also giving more opportunity for the creative industry to in charge for work.

16Where do you see the evolution of creative industry going over the next 5-10 years?

I strongly believe that in the next 5 - 10 years, creative industry will become top 10 most influenced career in the world. And as I said before, the other industry might be affected from technology/AI evolution and some might disappear soon. However. machine cannot, or at least in next 10 years could not replace the human on creativity field.

17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Be unique - Be different - Be realistic. Put your passion into the design, and explain clearly what you did, and you will win.

18What resources would you recommend to someone who wants to improve their skills in the creative industry?

One of my most interest source and place that I think could help improve everyone is go to the supermarket as you will see many great thing here from other brand and then you will understand where are you now, and what to go next.

19Tell us something you have never told anyone else.

I got 20 empty slots in my company's bookshelf and I will fill it all with the MUSE trophies.

20Who has inspired you in your life and why?

That person is my self, as I always look at myself in the past to make it become a motivation to grow up faster.

21What is your key to success? Any parting words of wisdom?

Believe in myself. When I present any idea and receive an objection, I ignore them and keep silent to do great thing until everyone trust me without any explanation. If I fail, I still feel happy as I just learn a lesson.

Winning Entries

The magic mooncake gift box | 2021

The magic mooncake gift box | MUSE Creative Awards

Mid-Autumn Festival, also known as Moon Festival, is a traditional festival celebrated across many Asian countries. The date of...
(read more at MUSE Creative Awards)

Bracom Agency

Bracom Agency was founded in late 2017 and is based at Saigon, Vietnam.