Dung Ngo is a Multidisciplinary Designer based in HCMC, Vietnam.

Fueled by pop culture, design thinking, and extensive research, Dung is into crafting sophisticated concepts with an eye for detail and an experimental mindset. His motto is to realise visual solutions that strike a balance between artistic and commercial goals.















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Project 01



Year
2023
Creative Team
Dung Ngo, Nhi Bui
Supervisor
Sweii Chong
Support
Tinh Truong, Bam Tran
Scope of Work
Visual Identity, 3D Concept, Interactive, Animation

Into Saigon Market

'Into Saigon Market'  is a multi-channel campaign that promotes tourism in lesser-known markets in Saigon. By integrating gamification mechanism and emerging technology throughout the touchpoints, the campaign creates an authentic and captivating experience for tourists.

This project has been recognised with a Gold Award at WBDS Student Design Awards 2024/25↗ and a Bronze Award at Young Ones Student Awards 2025↗.

Full Case Study on Behance


Case Study Video




Research & Ideation

 This project emerges from our interests in cultural loss and social paradox. As the city goes through major developments, many local traditional markets are being disbanded, others moved and downsized.

After the pandemic, although socio-economic activities have returned, the trading situation in many markets such as Ba Chieu, Ben Thanh, An Dong... is still sluggish. Many small businesses continue to hang signs to transfer and rent stalls. This signaled the decline of the traditional market model.

Solution

 The heart of the project is driven by the research question:
"How can a design project help preserve and promote the cultural identity of traditional markets in Saigon?"

In the intersection of sustainability, cultural identity, and tourism, “Into Saigon Market” emerges as a multi-channel campaign that transforms the lesser-known Saigon markets into tourist-driven attractions.

Campaign Breakdown

 To demonstrate the user journey and how the touchpoints come into interactions with the tourists, we broke down the campaign into 3 main phases: Before-trip, On-site, and After-trip.

Dynamic Branding

 The diversity of the markets also posed a challenge since each of them has the unique identities with distinctive objects, vendors, and activities.

To tackle this, I developed the visual identity with a dynamic branding approach, which is cohesive but also can flexibly adapt to different market themes. 





Character Design & 3D Assets

 To avoid gentrification, we did intensive visual research to ensure these visuals are portrayed as close to the reality as possible. Everything is connected through the same 3D design treatment and the same colour palette.





Before-Trip: Augmented Reality Advertising (ARA)

 The first touchpoint of the journey was designed to trigger the curiosity of the tourists. Augmented Reality Advertising (ARA) is integrated to digital billboards, posters, and social posts to approach the contemporary tourists - who are tech-savvy and spend lots of time online.

This approach allows the campaign to reach potential audience from all around the world. The goal for this stage is to preview the routes and download app. 


During Trip: Mobile App

 During the trip, tourists are directed to a mobile app offering previews of the curated routes with 3D miniatures. The experience also comes with an AR Companion to help the users navigate the way and learn cultural stories. At the market, innovative geofencing technology automatically checks users in, while the app's post-trip features enable sharing and rewarding badges for an engaging post-experience.


After Trip: Reward System

 To maintain the tourists’ interest and encourage them to finish the routes, we introduce a rewards system consisting of digital badges and physical merchandise.


Reflection

 With such a grand scale, intensive research with exciting design challenges, this project challenges my notion in design and art direction. Not only about the aesthetics, but a good project must also delivers the sustainable impacts to the cultural identity and stakeholders.

RMIT Award for Excellence in Sustainability Ceremony


Young Ones ADC Bronze Cube






Previous Project 

©2025 Dũng Ngô.