Are We Designing for Everyone, or for the Future?

The Vietnamese design community is abuzz. Petrolimex, Sacombank, Vietravel, and ABBank, brands that have lived in our collective memory for decades, are all revealing new identities.

The controversy? Some critics argue these brands are trying too hard to catch everyone’s attention at once, risking their heritage for a ‘modern’ look that feels strangely familiar.

At PurpleAsia, we see the strategic necessity. These legacy giants are preparing for a massive demographic shift. To capture a younger, digital-native audience, you cannot speak the visual language of the 1990s. You have to move from traditional illustration to systems that scale on a smartphone screen as effectively as they do on a skyscraper.