AWING, connection with wings
AWING brings free high speed wifi to shoppers in shopping malls. Sinh Vũ built a dynamic identity, letting a bird's wing and a wifi wave merge into one image of free connection.
The problem
AWING carried a technology ambition: a free high speed wifi service for shoppers, with the hope of becoming the online gateway for shopping malls across the country. But a free utility, aimed at a broad general crowd, still had to appear inside upscale shopping malls. It needed a face dynamic and modern enough not to feel out of place.
The brief to Sinh Vũ was clear: the AWING logo had to be dynamic, modern, easy to interact with, and welcoming to every kind of shopper. The mark had to speak of connection and of freedom at once, flexible enough to print across countless advertising materials and promotional items throughout the malls.
How it was done
Before drawing anything, we worked with the AWING team to clarify what the brand wanted to say. Starting from AWING's leadership's own idea, the image of a free bird in flight, both sides found the emotional through line: free wifi was not just a utility, but the freedom of being connected, as light as a bird's wing.
That stance also solved the harder problem: a mass market service could still wear a modern, uplifted face, refined enough to stand inside major shopping malls, and approachable enough for everyone to feel at ease with.
Starting from the bird idea, we stylised the wifi wave symbol into a pair of spreading wings. Inside a compact circle, soft lines suggest both a signal rippling outward and a bird taking flight, all in a vivid, energetic red. The mark is simple yet alive: read it once and you see connection and freedom.
Around the symbol, we built the full identity system, with typography and flexible usage rules. The lines were designed to sit beautifully across many materials, from a small card to a large signboard. That is where an identity system differs from a logo: it is the full set of signals that lets people recognise the brand amid the colour of a shopping mall.
A symbol with such flexible lines can easily end up looking different in every place. We wrote a full brand guideline: how the wing is placed, how far the red extends, how type and breathing space behave, so that whether printed on a standee or shown on a login screen, AWING remains one face.
The guideline keeps flexibility from becoming inconsistency, letting the symbol fly beautifully and evenly across every touchpoint. That is the condition for a widely distributed brand to still hold together.
AWING lives on screen: a shopper turns on wifi, a connection page appears, and that is the brand's first digital touchpoint. We designed the interface for the login page and the information portal, so that connecting is both fast and pleasant, and so that every time someone goes online, they meet an AWING that is clean and modern.
A consistent digital design system turns the portal into a living channel for the shopping mall, a place where shoppers get free connection and see information and offers at the same time. The identity carries onto screen with the same care it carries onto paper.
AWING was not only speaking to end users, but also to the major partners within its ecosystem. We built a set of corporate documents, a polished profile for AWING to present its vision and its model before partners and shopping malls.
For an ambitious technology project, the polish of its documents is the first proof of the seriousness behind it. A beautiful profile helps a big idea get heard.
Finally, the brand had to step out across the malls. We built the sales and marketing kit: standees, printed materials, promotional items, so that AWING appears at the entrance, in the lobby, everywhere shoppers pause, inviting them to connect.
The wing symbol, thanks to its flexible lines, flies beautifully across every advertising material. From a poster to a full campaign, AWING keeps its dynamic, inviting face, true to the spirit of free connection.
The process
Listening and positioning
Working with AWING to find the emotional through line: from leadership's idea of a free bird, settling on the spirit of free connection.
Building the symbol
Stylising the wifi wave into a pair of wings, building the full dynamic red identity system.
Onto screen and onto paper
Designing the digital connection portal, the brand guideline, and the corporate documents.
Reaching across the mall
The sales and marketing kit carrying AWING to every touchpoint inside the shopping mall.
The result
What AWING received was not a logo, but a symbol that lives everywhere: on the login screen, on the standee in the lobby, in the document set before partners. The red wing, with its flexible lines, keeps one dynamic, consistent face no matter how widely it spreads.
For a free service aimed at a broad crowd, a modern, uplifted identity is exactly what raises the experience, turning a utility into a brand people remember. That pair of wings, placed right, turns the act of connecting into a feeling of freedom.
One wing, everywhere in the mall
From printed materials, signage, digital connection portal to standee, one flexible symbol flies evenly across every touchpoint.
Office stationery
Signage
Digital connection portal
Standee and POSM
Apparel and applications
Application library
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