Cover After nearly two decades at the intersection of design and brand storytelling, Minh Thy has proven that the strongest visual identities begin with deep listening
After nearly two decades at the intersection of design and brand storytelling, Minh Thy has proven that the strongest visual identities begin with deep listening
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With 18 years of experience in “creating identity” for many international and Vietnamese brands, Minh Thy has proven that design and creativity is a language cultivated from deep listening and constantly innovative thinking.
Nguyen Huu Minh Thy is the Founder and Creative Director of Manifesco, an agency dedicated to strategic and creative brand solutions. Over nearly two decades in the branding world, she has quietly established a distinct creative signature through successful collaborations with the likes of Walmart, Napas, United Airlines, Minh Long Ceramics and Galaxy Holdings. Whether crafting a name card or conceiving a billboard, Minh Thy approaches each design as the product of deliberate thought and meticulous consideration, striving always for clarity, relevance and impact.
Above Creativity, to me, is an expansive concept open to interpretation in countless ways
Creativity, to me, is an expansive concept open to interpretation in countless ways
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Minh Thy, as an experienced Creative Director, how do you define “creativity”?
Creativity, to me, is an expansive concept open to interpretation in countless ways. At its heart, though, it’s about discovering new ideas and devising fresh solutions. The outcome doesn’t always need to be a grand artistic statement; what matters most is its ability to address a challenge effectively. Those working in creative roles must hone a sharp, analytical mindset, because that becomes the compass that guides ideas from abstract thought into real-world application.
As a brand creator, how do you balance your personal creative imprint with the diverse demands and expectations from customers?
Listening plays a vital role. Engaging directly with business owners and decision-makers ensures that creative thinking is anchored in understanding. True creativity isn’t about ego: it thrives in conversation, in empathy, and in the ability to interpret and adapt. Admittedly, there are times when client expectations may appear misaligned with contemporary standards. But this is where the creative process steps in: finding that delicate middle ground where a brand’s vision, mission and values can be expressed clearly through thoughtful, intelligent design.
In your career, has there been a project that has really changed the way you look at creativity and design?
There was one, a card design project for the MileagePlus programme, a collaboration between United Airlines and Chase Bank. The process involved direct engagement with senior executives and entailed numerous intensive review rounds. Every single element, from a single pixel to the weight of a line, needed justification. That’s when it struck me: even within the limited space of a card, every detail must stem from critical thought. Choosing a font, for instance, isn’t just a matter of taste, it’s about determining whether it conveys reliability. Placing a logo involves maximising recognition and recall.
The experience felt like a mental marathon, testing both vision and stamina. I kept asking myself: “Have I exhausted all angles? Could something be done better?” The stringent demands pushed me far beyond instinct or routine. And from that, I came to a deeper understanding: design is a form of visual reasoning, capable of influencing decisions, shaping perception and fostering trust. That card was just the beginning. It transformed how I approach every brief thereafter, starting always with strategy, and never overlooking the significance of even the smallest detail.
Read more: Milan Design Week 2025: The Humanistic Journey of Contemporary Design
Above Nguyen Huu Minh Thy, Founder and Creative Director, Manifesco
Nguyen Huu Minh Thy, Founder and Creative Director, Manifesco
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So where is the “incubator” that nurtures the endless source of inspiration for your creative ideas?
My life, in its many layers, provides a rich canvas for inspiration. Most of my time is spent immersed in brand design, but in quieter moments, I find joy in painting. On weekends, I garden, and I even have a small collection of insect sketches (laughs). Back when I lived in the US, my weekends were often spent wandering flea markets or observing street artists craft their distinct pieces. Now, as a mother, I enjoy attending pottery and mosaic classes with my daughter. I believe it’s essential to actively carve out moments of “airplane mode”—times of stillness—and embark on “eye-opening” journeys to truly see, absorb and learn from the world around us.
There is an opinion that “the more creative the profession, the more likely the practitioner is to be eliminated”. What do you think about this opinion?
I had the good fortune of working with some of the industry's most respected figures, starting from my internship days. Alongside that, I’ve had opportunities to teach and share practical insights with Vietnamese students, both locally and abroad. It’s true that the creative industry comes with fierce competition, but building a sustainable career is entirely possible. For me, three principles have been key: always expand your knowledge and skills, stay authentic in your expression, and cultivate a way of thinking that is flexible and far-reaching.
What is Minh Thy’s advice to the younger generation?
Don’t confine yourself to a fixed mould. Be open to stepping beyond what’s familiar: learn, explore and stay curious about what you might become.
Article published from the original article in Tatler Vietnam issue May 2025
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