Vinamilk's new DNA: "CHẤT VINAMILK"

As the Senior Creative Lead for the Vinamilk DNA Project, I spearheaded the development of Vinamilk's new corporate DNA guidebook titled "Chất Vinamilk" (The Vinamilk Essence). This pivotal initiative involved extensive collaboration with leadership teams and thorough research into Vinamilk's 47-year heritage to craft a comprehensive DNA framework.

My key responsibilities included:

- Leading the creative development and documentation of Vinamilk's new corporate DNA
- Conducting in-depth interviews with leadership teams to gather historical insights and corporate stories spanning nearly five decades
- Crafting compelling and memorable copy for "Chất Vinamilk" values, ensuring resonance with 13,000 employees across the organization
- Orchestrating internal communications through company-wide workshops across different departments and organizational levels to effectively implement the new DNA framework

Through strategic storytelling and effective communication, I successfully transformed Vinamilk's rich heritage into an engaging and actionable DNA guide that strengthens the company's cultural foundation and unifies its workforce under a shared identity.