Ngôn Dạng campaign

The Ngôn Dạng campaign is Hùng Đỗ Mạnh’s Bachelor thesis in Van Lang University’s Graphic Design Honors Program.

Ngôn Dạng is an educational communication campaign that helps Gen Z understand their natural communication strengths and develop a personal style that feels authentic and confident. While Gen Z is often seen as outspoken, many young people struggle with self-doubt and social conformity, which gradually limits genuine self-expression. The campaign combines awareness posters, an interactive communication style test, and an educational seminar with talk shows and workshops to encourage self-reflection and practical learning. Through these experiences, participants gain tools to communicate clearly, confidently, and be true to who they are.

The campaign concept, “Reflect to ReShape”, draws inspiration from the phenomenon of light bouncing back from a surface. “Reflect”, in this context, is more than a physical process; it represents an inward journey to understand how we communicate with others, whether through habits, preferences, and challenges in communication, and thus, to “ReShape” how we express ourselves.

Ngôn Dạng Mono is developed based on a 12×12 grid system derived from the wordmark. The custom typeface includes full diacritic support for Vietnamese, ensuring suitability for Vietnamese audiences. At the same time, inspired by Dr. Dellinger’s Psycho-Geometrics, it is designed based on basic geometric shapes, creating tension between straight and curvy lines. In addition, it is combined with Florian Karsten’s Space Grotesk within the same word, creating a visual interest while subtly symbolizing the exchange of information and dialogue inherent in human communication. The complimentary sans is Maison Neue by Timo Gaessner.

A full list of credits can be found on the Behance page.