8/2025
Graduation Project
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Project type
2 members
My role
Team leader
Overview
Background
During a visit to the Vocational Training Center for People with Disabilities and Orphans in Ho Chi Minh City, we were deeply moved by the meticulous craftsmanship of artisans with disabilities. Each carved product carried a story — not just of skill, but of perseverance and quiet strength.
Problem statement
In Vietnam, many artisans with disabilities possess remarkable craftsmanship but still struggle to find fair and stable employment.
Despite their skills, they face barriers in production, branding, and access to customers — causing their handmade products to remain unseen and undervalued.
This gap highlights a missed opportunity: how might we use design to create sustainable jobs and visibility for these artisans, while preserving the beauty of traditional Vietnamese craftsmanship?
The Approach for “Chạm”
We aimed to create a socially responsible brand and product design that not only celebrates Vietnamese craftsmanship but also empowers artisans with disabilities through sustainable employment.
Our approach was to blend design thinking, cultural storytelling, and social impact, turning “Chạm” into more than a brand — a bridge between creativity and community value.
Steps Taken
1. Research & Empathy Mapping
We began by visiting the Vocational Training Center for People with Disabilities and Orphans in Ho Chi Minh City to understand the artisans’ workflow, challenges, and aspirations. These insights shaped the foundation of our design direction.
2. Brand Strategy & Positioning
We positioned “Chạm” as a premium handcrafted wooden gift brand for businesses, emphasizing authenticity, human connection, and the craftsmanship behind each product.
3. Visual Identity Design
The visual system reflects warmth and sincerity — using organic textures, earthy tones, and engraved linework inspired by natural touch and wood surfaces.
4. Product Development & Material Testing
We collaborated with artisans to prototype engraved wood products, testing material thickness, laser precision, and finishing to ensure both aesthetic quality and production feasibility.
5. Storytelling & Communication
We built a narrative that honors the artisans’ work while avoiding stereotypes of pity, focusing instead on dignity, talent, and empowerment through design.
Key Outcomes
Inclusive branding that bridges design and social sustainability
Product line adaptable for corporate gifting and cultural storytelling
Visual identity rooted in Vietnamese craftsmanship and empathy
Real collaboration with artisans for hands-on prototyping and testing
A scalable model for design-driven social impact
Results and Impact
The project received the highest score in the Branding specialization during the final thesis defense at FPT University (9.3/10).
Recognized for its strong storytelling, cohesive identity system, and meaningful social vision connecting design and inclusivity.
Created a prototype collection of wooden gifts — watches, notebooks, and keychains — fully producible by artisans with visual impairments.
Demonstrated how design can empower underrepresented communities, turning empathy into tangible social value.
“Chạm” has since been showcased as an example of design-led social innovation within the university’s exhibition and alumni portfolio archive.
