Amy Jade Pham

Hi, I’m Amy Pham, a communication design and marketing business student
graduating in 2026, with a passion for brand identity, digital and print media, and
illustration. Immersed in creative practices from a young age, I discovered graphic
design as a way to blend creativity with purpose, using visual storytelling to create
meaningful connections. I believe design should not only captivate visually but also
communicate a story that resonates with the audience.

My project, 'Growing Into Me', challenges society’s fixation on youth, celebrating aging as a journey of self-evolution. In addition, 'NgotBox' is a hypothetical Vietnamese dessert brand rooted in the memory of family gatherings.

Growing Into Me’ Calendar

The campaign calendar is an illustrative sheet series inspired by plant labels, with each imagery representing a stage in a progressive storyline focused on embracing the natural aging process. The illustrations are inspired by nature, depicting various metaphorical scenes that evoke a mystical tone. As the calendar advances through the year, it aims to uplift and remind viewers that aging is a journey of self-growth rather than a decline into fragility.

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‘Growing Into Me’ Poster Series

The campaign poster series serves as an interactive medium, inviting passersby to share their own perspectives and positive affirmations about growing older. Featuring illustrations that celebrate signs of aging, the open-ended prompt “I can’t be [blank] without growing older” encourages viewers to reflect and contribute, helping shift the societal conversation
around aging toward a more positive dialogue.

‘Growing Into Me’ Booklet.

The campaign publication aims to provide an alternative perspective on physical insecurities that often develop as women age. The book opens with depictions of common signs of aging—wrinkles, age spots, and greying hair —accompanied by a paragraph that highlight the ignored beauty and significance of these stereotypically “negative” features. Following
this, a series of metaphorical illustrations and reflective writing activities encourages viewers to celebrate their own journey of growth.

‘Growing Into Me’ Microsite

The campaign’s microsite provides a safe space for women to openly share their experiences with aging. It includes an informative page about the campaign, an anonymous message board, and a private profile section where users can document both their positive
and negative thoughts on aging. This supportive platform encourages reflection and fosters a sense of community around the shared journey of growing older.

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NgotBox' Brand Identity

The NgotBox brand identity is versatile and adaptable across various mediums. Each design element incorporates the signature cream and red colour scheme, complemented by elegant illustrations of Vietnamese desserts, creating a cohesive and visually appealing aesthetic.

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NgotBox' Packaging Design

NgotBox is a conceptual Vietnamese dessert brand offering authentic Vietnamese treats. Developed in response to a sentimental branding brief, NgotBox draws inspiration from childhood memories of enjoying takeaway boxes after family gatherings. Featuring a warm cream and red colour palette, alongside delicate illustrations, the brand identity conveys a welcoming yet refined aesthetic, blending familiarity with elegance.

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