[Design Leader • Brand Strategist] Open for advisory & leadership

Đinh Toàn Trung (Zed)

Senior Designer • Brand Strategist • Design Manager • PM

A design leader with 12+ years of experience evolving from graphic design and art direction into brand systems and product design leadership. I specialize in bridging brand, product, and marketing to build scalable design ecosystems focused on clarity, consistency, and measurable business growth.

Holistic bridge: Connecting brand identity, user experience, and growth marketing into cohesive, high-performing touchpoints.
Scalable operations: Building and scaling design teams (from 0 to 10+), establishing tokenized design systems, and streamlining cross-functional workflows.
Measurable impact: Delivering proven commercial results including +10% conversion within 4 months, +16% CTR, and 300% user activation.

Based in Saigon, VN 12+ years craft Ex-Grab • VinFast • Shopee • Masan B2B • B2C • Healthcare • Fintech

12+

Years of creative direction, brand & product design experience

30+

Leading enterprise brands & high-growth startups transformed

04+

Years in Design Manager, Lead & Art Director positions

[02 / Scope of work]

Design Capabilities

Strategic design craft combining visual identity architecture, tactile packaging development, and kinetic digital systems.

01 / Branding

Brand identity systems

Comprehensive visual frameworks, wordmark craft, design guidelines, and scalable brand architecture engineered for enduring market distinction.

Visual identity
Typography craft
Brand guidelines

02 / Physical

Tactile packaging & FMCG

Structural dielines, specialty paper substrates, tactile embossing, foil stamping, and unboxing rituals that transform products into tangible artifacts.

Structural dielines
Substrates & foil
Unboxing experience

03 / Digital

UI/UX & digital systems

Human-centered digital interfaces, design tokens, interactive prototypes, and responsive web platforms merging typographic rigor with kinetic delight.

Web systems
Design tokens
Product interfaces

04 / Visual

Art direction & retail POSM

Commercial advertising photoshoot styling, campaign key visuals, spatial pop-up branding, and retail POSM systems that command immediate attention.

Photoshoot styling
Campaign KVs
Spatial POSM

[Key Achievements • Impact]

Achievements

Three milestone results — growth in fintech activation, regional recognition in social commerce, and measurable conversion lift.

[01 / Fintech Growth]

300%

70% user activation rate

Grab Vietnam • Moca Wallet

Nationwide campaign design & retail activation

Orchestrated end-to-end design systems for high-velocity campaigns (Free Parking, Deal Đứng) spanning digital app journeys, merchant POSM, and experiential touchpoints. Wallet adoption tripled during critical market expansion.

Fintech growth • Nationwide KV • Cross-channel UX

[02 / Gamified Commerce]

Regional Best

Sea Group Southeast Asia benchmark

Shopee • Ngon Vietnam

Social agriculture & gamification initiative

Spearheaded the ‘Ngon Vietnam’ social agricultural commerce experience inside Shopee Farm. Created viral nationwide adoption and was officially recognized by Sea Group corporate as the regional benchmark model across Southeast Asia within 3 months.

Gamification • Social commerce • Regional scale

[03 / Performance & Growth]

+28%

+16% click-through rate (CTR)

ACCESSTRADE Vietnam

Enterprise growth for VinFast, Shopee & Lazada

Led end-to-end campaign design strategy and acquisition funnel optimization for tier-1 enterprise partners, increasing lifecycle communication open rates by +28% and driving +16% CTR across core customer touchpoints.

Performance design • Enterprise funnel • Lifecycle UX

[03 / Technical Toolkit]

Tools & Frameworks

Specialized industry tools, systematic design tokens, prototyping environments, and analytics stacks powering day-to-day operations.

Figma Adobe Creative Suite Design Systems UI/UX Prototyping User Flow Mapping Design Tokens Power BI Google Analytics (GA4) HTML & CSS JIRA & Confluence A/B Testing Visual Storytelling

Selected brands & organizations:

Over the years Trung Typo has had the privilege to work with ambitious teams and industry-leading companies.

Grab ● VinFast ● Shopee ● Masan Group ● Bia Saigon ● The Pizza Company ● Con Cưng ● Dairy Queen ● Grand World ● Klook ● Tam Anh Hospital ● VNVC ● CandleCup ● Grab ● VinFast ● Shopee ● Masan Group ● Bia Saigon ● The Pizza Company ● Con Cưng ● Dairy Queen ● Grand World ● Klook ● Tam Anh Hospital ● VNVC ● CandleCup ●

[04 / Selected Works]