A reshaped education design through creativity and strategic thinking
(CHALLENGES) As a design institution, DAS needed a distinctive brand identity system that reflects its flexible philosophy, dynamic space, and evolving creative values. The key challenge was to transform its educational principles into a cohesive and memorable brand experience. This involved crafting a visual language that balances structure with exploration, while remaining versatile enough to represent various programs and connect with a growing creative community both online and offline.
• Rebrand Strategy (Concept, Platform) • Core Identity (Logo, Color, Fonts) • Visual Identity (Graphic, Editorial, Photo) • Social Media (Posts, Story)
Layơ Lab created a brand identity inspired by DAS’s physical space, particularly its lenticular glass walls. This visual element becomes a metaphor for shifting perspectives and adaptability, expressing the school’s spirit of clarity, curiosity, and forward motion.
(BIG IDEA) The lenticular motif acts as a conceptual foundation. Depending on the viewer’s angle and the lighting, its appearance continuously changes, mirroring the ever-evolving nature of design. From this idea, the brand identity embraces movement, unpredictability, and the beauty of transformation. It reflects how design is never static and how DAS nurtures students to grow with time, light, and experience. More than just a school, DAS becomes a living system, fluid yet intentional, ready to respond to the changing tides of creativity and the world beyond.
The identity centers on modularity and fluidity, built from a visual system that blends motion, layered interaction, and typographic contrast. Its flexible layout reflects the varied paths of DAS students and adapts easily across print, digital, and spatial formats.
(IDENTITY) The visual identity uses a clean typographic system inspired by Swiss design, marked by bold contrast and paired with a high-energy color palette of yellow, white, and black. The signature fish logomark playfully swims through layouts, interacting with headlines and content blocks to express movement and curiosity. Photography is vibrant yet minimal, often forward-facing to highlight energy and aspiration. Gradients appear throughout the brand to suggest light changes and shifting perspectives, reinforcing the lenticular inspiration and adding a sense of dynamic layering.
(Key features)
• Vibrant, Uplifting Color Palette • Clean, Swiss-Inspired Minimal Layout • Expressive & Inventive Typography • Playful Use of Dynamic Materials
What I like most is that Layơ has strategies to thoroughly understand the vision, values, and goals of DAS before starting the project. While developing the identity, Layơ consistently updates and provides opportunities for us to participate in the design process.
DAS required a dynamic, energetic online presence that could reflect the student experience and position the school as a hub for creativity and innovation in Vietnam.
(FEATURE) Layơ Lab translated the brand system into motion-led social content. The fish logomark becomes animated, taglines shift with scrolling, and lenticular gradients move subtly in background assets. This motion system increases reach and relatability bringing the design school spirit to the screen.
DAS needed an interior and identity system that supports creativity, focus, and growth, while reflecting its forward-thinking values through a clean, spacious, and nature-connected learning environment filled with light and visual inspiration.
(FEATURE) The interior design blends minimalism with natural elements like plants, trees, and sunlight, creating an atmosphere that encourages calm and creative flow. Lenticular glass walls surrounding classrooms offer a shifting visual experience, reinforcing the school’s spirit of transformation and discovery. The layout is modern, open, and filled with bright energy, symbolizing an optimistic design future. Meanwhile, the fish logomark brings playfulness into the space, swimming across layouts, interacting with headlines, and becoming part of the narrative. It gives the brand a personal voice, showcasing DAS’s commitment to innovation, student-centered approach to design education.
Such a stunning project. Love how fresh and eye-catching the branding is. Stationery design is top-notch; looks modern and the contrast typography is great. Well done with the details. Nice work.
