ConnectLog, a cold chain worth telling, from drawing to investor table
At the port, most of the cold energy from LNG is returned to the sea. ConnectLog saw in that discarded stream an entire value chain, but a vision still locked inside engineering drawings is hard to fund. Sinh Vũ built the strategy, the language and the full document set so that an investor sees and understands, and understanding, believes.
The problem
ConnectLog was pursuing an idea large enough to be compelling and new enough to be hard to believe: place a cold-storage cluster right beside the LNG terminal at Thị Vải - Cái Mép and harness the vast cold energy released when LNG turns to gas, energy that until now was dumped straight into the sea. From that almost-free source of cold, they would run a full temperature range, from chilled to deep-frozen, for farm and seafood produce, pharmaceuticals and biochemicals. That is a green cold chain, low in emissions and with almost no precedent in the country.
But to build that cluster, ConnectLog needed capital, and the capital sat with investors. The weight of the project then fell entirely on technical language: heat-exchange diagrams, temperature-range tables, reference documents from Korea. An engineer reads them and sees a facility; an investor opens them and sees only complexity, not yet the opportunity. What ConnectLog lacked was not the technology, but a way of telling it so the people holding the money could see the opportunity and trust the team.
How we did it
Before touching a single image or word, Sinh Vũ sat with the team to answer the root question: what does ConnectLog actually sell to an investor. If it were merely cold storage for lease, the project would be measured by rental price and capacity, numbers a larger rival can easily undercut. We chose a different place to stand: ConnectLog sells green cold infrastructure, where the energy long thrown away becomes an advantage that is hard to copy.
From that position, the funding story was threaded into a clear line: the domestic cold-chain market is still fragmented and power-hungry, the key to unlocking it is a source of cold already sitting beside the LNG terminal, and the advantage is a rare location in the heart of the Cái Mép logistics hub. Positioning is not a slogan pinned to the front of a document. It decides what every page behind it argues, before anyone gets to colour or layout.
An investment case is, in the end, the first test of a team. Sinh Vũ reviewed everything ConnectLog already had: scattered technical documents, references to Korean technology, facts spread across many files. Then we ran a workshop with the founding team to draw out the most important thing that only insiders know: why now, why them, and what is already firmly in hand.
That session turned inside knowledge into a story an outsider can read. We separated what an investor must grasp in the first few seconds from what belongs only in the appendix, and reordered the line of argument from vision, technology and location to operating capability. The audit and the workshop produced the raw material and the frame, so that when we began building language and imagery, everything already had a backbone.
The hardest part of this project is that it is almost invisible: cold you cannot see, a cluster not yet built, environmental benefit that stays abstract. Sinh Vũ built a system of language to turn physics into a promise an ordinary person feels: calling the cluster a green cold chain, telling the temperature range from chilled to frozen to deep-frozen as tiers of value, framing the cut in emissions as the line between the old way and the new.
The very name ConnectLog and its cluster-of-links mark became the thread running through it all: every link joined to the next, all one system. Thanks to that layer of language, a concept at minus sixty degrees no longer reads as a cold specification but as the natural logic of an opportunity coming ripe. Language, here, carries the heaviest load: making something that has never existed sound like something that obviously should.
It all converges in the pitch document set. Sinh Vũ built it as a guided line: opening with the vision, moving through technology, location and capability, then closing exactly on the invitation to invest. Tangled technical diagrams were redrawn clean and in order, so a non-specialist can still follow the logic; the industry partners appeared as a network taking shape, not a row of loose logos.
Domestic and international investors do not read alike, so Sinh Vũ built two complementary versions: a visual Vietnamese edition to tell the vision and the technology, and a data-rich English edition covering the scale of the cold-storage industry, the port advantage and the partner network for international backers. The value shows in a very concrete scene: the founder opens the right set of documents for each negotiating table and walks the whole route, from the problem and the key to the figure being raised, without an engineer sitting beside them to translate.
Fundraising does not stop at one presentation. Beyond the investor there are partners, customers and regulators, each needing its own approach yet all having to see the same ConnectLog. Sinh Vũ built a set of sales and introduction materials so the story could travel beyond the room: a cold-storage service brochure, an introduction leaflet, office stationery, all carrying the same cluster-of-links mark and the deep navy blue.
Each piece of print is the brand introducing itself when the team is not present. A business card or a brochure left after a meeting keeps speaking on their behalf, keeping the impression of ConnectLog from fading among the dozens of other files on a decision-maker's desk. That consistent care, for a project still young, is itself a form of trustworthiness.
The process
Positioning and strategy
We settled the place to stand: ConnectLog sells green cold infrastructure, not square metres of storage. We built the funding argument and the order of reasoning that governs the entire document set.
Audit and workshop with the team
We reviewed the existing assets and sat with the founding team to draw out why now and why them. We separated the essential from the appendix.
Language and message system
We named the cluster, built the message system and tone of voice, turning technical specifications into a promise an ordinary person feels.
Profile, pitch deck and sales kit
We built the capability profile, the fundraising slide deck and the sales materials: one unbroken line from vision to the invitation to invest.
The result
What ConnectLog received was not a prettier slide deck, but a vision it could now tell and could raise capital on. The technology that once lay still in a drawing now reads as a business opportunity a non-specialist investor can grasp and trust. The same project, with only the way of presenting it changed, moved from hard to understand to worth funding.
For an infrastructure startup, the document is not decoration for the pitch. It is the first evidence of capability: the clearer and more confident the story, the more grounds an investor has to believe this team can build what it promises. In a project like ConnectLog, design does not stand outside the deal, it is part of the deal itself.
From strategy to every single page
The first seven pages are the real document set ConnectLog took to raise capital, including the visual Vietnamese edition and the data-rich English edition; the rest are the deliverables Sinh Vũ built around the story. Tap to view every page in full.
Does your challenge look like ConnectLog?
Tell Sinh Vũ what is hard to put into words about your project or brand. Sinh Vũ will point you to the right direction straight away.