BSL Gift Set 2024 – The Connection

BSL GIFT SET 2024 – THE CONNECTION

BSL, a financial joint venture between BIDV and SuMi TRUST, is built on unity and fostering connections with customers, partners, and stakeholders. To celebrate New Year 2024, BSL introduces a premium gift set themed “Connection,” honoring bonds within and beyond the company.

In collaboration with BSL, Direction created designs inspired by Vietnamese and Japanese traditions such as boat racing, calligraphy, and tea culture. The key inspiration is mizuhiki, a Japanese decorative knot symbolizing eternal bonds and longevity, with the “awabi” knot representing preciousness and strength.

At the heart of the design is the Mizuhiki Dragon, blending the mizuhiki knot with the 2024 zodiac dragon, symbolizing strength and good fortune. It reflects BSL’s financial stability and intricate network of connections.

The Mizuhiki Dragon unifies the gift set’s components, appearing in designs for mini gift boxes, lucky money envelopes, and greeting card, all carrying wishes for stronger ties and a prosperous New Year.

| Credits |

• Client: BIDV – SuMi TRUST Leasing Co., Ltd
• Agency: Direction
• Creative Director: Tram Do
• Account Executive: Ha Quyen
• Lead Designer: Lacey Pham
• Designer: Quoc Bao Ta
• Illustrator: Thanh Thai Nguyen, Phuong Mika, Long Anh
• 3D Modeling: Phuong Mika, Doan Tu Tuan Phuc
• Video: Dung Pham
• Supporters: Dung Pham, Van Thien Trinh
• Content: My Hanh
• Photography: S6 Studio