About the talk
What does it mean to practice branding in a culture completely different from the one you grew up in? For me it meant having unique perspective, and greater feeling of responsibility. Our studio in Vietnam seeks to understand and respect local culture, so we may be useful in accentuating it, and accurate in proliferating it. We carry out research discovering overlooked aesthetic gems, and aim to shed light on cornerstones of the local visual culture. We create meaningful local brands, and help revitalize age-old ones. These brands carry a message around the world, and therefore cannot be misconstrued or compromised. Examples of these works from Rice Creative will be presented and discussed.
About Joshua James Breidenbach
Joshua is a designer, creative director, and co-founder of Rice Creative, a Vietnam based branding & creative agency. Rice Creative has gained a strong international reputation in little over 5 years for developing powerful startup brands as well as edgy, award winning work for international giants, such as Coca-Cola and UNICEF.
Seeking change and challenge, Joshua moved to Asia in 2006, accepting a role as Art Director at Lowe & Partners Vietnam. Soon, his ambition became set on creating world-class creative solutions for emerging brands, visionary companies and interesting causes in Asia. This drive led Joshua to pursue his own multi-disciplinary practice and he co-founded Rice Creative in 2011.
Joshua has received a long list of accolades for his work from Red Dot, Pentawards, A’Design, Graphis, the Dieline, Type Directors Club, Brand new and an IDA award for “Graphic Design of the Year”. Rice has been featured in publications such as Monocle, Wallpaper UK, BRAIN Japan, IdN and UC quarterly as well as books from Taschen, Gestalten, Victionary, and Counter-Print.