Designing a corporate brochure that balances global ambition with local presence.
(POSCO E&C)
ABOUT POSCO VIETNAM
POSCO Vietnam is a subsidiary of POSCO — one of South Korea’s largest and most respected industrial groups. The Vietnam entity, POSCO E&C, operates across multiple fields of engineering and construction, from energy plants and fabrication to civil infrastructure, architecture, and urban development. They wanted a new corporate brochure that could stand alongside POSCO’s global portfolio of impressive publications, while also expressing their local achievements and ambitions.
OUR ROLE
We were tasked with designing a 52-page corporate brochure for POSCO E&C Vietnam — produced in both English and Vietnamese. The project combined concept development, design, and photography. While respecting POSCO’s brand heritage, we needed a creative idea that would connect the company’s global outlook to its work in Vietnam.
CONCEPT DEVELOPMENT
We explored several creative directions, each with its own storyline and visual system. The client chose a concept built on the metaphor of the dandelion — a symbol of resilience, expansion, and growth. The seed, the bloom, and the airborne drift became a visual language for how POSCO E&C Vietnam propagates ideas, builds communities, and extends its impact. This gave the brochure a clear narrative arc: from vision and history, through the five fields of capability, to a closing statement of growth and responsibility.
DESIGN DEVELOPMENT
With the concept set, we built the book’s structure on a modular grid for bilingual layouts. Chapter openers use the dandelion lifecycle as fine-line graphics, with seed paths as subtle dividers and wayfinding. Dandelion imagery was sourced and treated as a quiet layer. Maps and diagrams were redrawn as vectors with a restrained palette for precision. Typography followed POSCO standards with a calibrated scale for headings, body, and data. An icon set was created for the five fields and CSR themes, used consistently for callouts and navigation. Full-bleed spreads alternate with detail panels to maintain rhythm.
PHOTOGRAPHY
We conducted photography across Ho Chi Minh City, Dong Nai, and Ha Tinh to capture the full span of POSCO Vietnam — from heavy industry and infrastructure to office life. The sessions included group shots of teams and leadership portraits, alongside factories, plants, and construction sites. Drone photography added a wider perspective, showing the scale of operations within their environments. Every image was shaped to follow the brochure’s visual rhythm and align with POSCO’s brand standards. The result was a photographic narrative that expressed both the company’s capabilities and the vision guiding its growth.
