Inspired by Vietnam’s early 20th-century Art Deco movement, Mia Saigon is the first luxury boutique hotel in the city to blend the nostalgic elegance of French Indochine with modern, understated luxury.

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The goal for Mia Saigon’s visual branding was to develop hotel collateral that was not only functional but also harmonized with the property’s exquisite interior design. Each room features its own unique color palette and décor style, presenting a key challenge: how to create a cohesive visual identity that could adapt seamlessly to a wide range of aesthetics.

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To address this, I created a versatile branding system anchored in neutral tones such as black and gray, complemented by touches of gold and subtle Art Deco elements. This approach maintained visual consistency while allowing the branding to complement the individual character of each space.

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For the logo, I selected a typeface with a feminine character to balance the geometry of the Art Deco style, and strategically used the distinctive "M" as a recurring design element across supporting visuals and submarks.

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miasaigon.com