Back in 2015, I began my career as a Creative Designer at Tiniworld. At the time, the company was already a household name, a dominant force in Vietnam’s entertainment landscape for nearly a decade. I jumped in headfirst, working side-by-side with the marketing team to bring our campaigns to life.
My days were a whirlwind of design, creating everything from POPs, POSMs, and social posts to visual merchandising (VM) for marketing events and sales programs. It was a fast-paced environment where every detail mattered. One of my proudest early achievements was a Disney window display design that not only received praise from Ms. Jolene Kieu of Walt Disney but was also recognized as a “best practice” by the company. It was an incredible validation of the hard work and a sign that I was on the right path.
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While I was finding success in my role and be promoted to Project Design Team Leader, I felt a pull towards a different challenge. Back in 2009, when Tiniworld first opened its doors, it wasn’t just about the ball pits and slides. It was about creating a world, a universe populated by friendly characters that kids could instantly connect with. These four mascots — Juno, Tera, Kilo, Pica — were more than just logos; they were the heart and soul of the brand. But as luck would have it, a new chapter was just around the corner
In 2018, everything changed. I had a breakthrough with a brand-new concept for Tinistore, which was a huge success. This achievement opened a massive door for me. With the company planning a major expansion to 100 new centers in the following year, I was given the opportunity to completely redesign the entire Tiniworld chain. This wasn’t just another project; it was a chance to build a legacy. My task was to create a comprehensive model that was not only aesthetically pleasing but also highly functional.
This involved measuring and accounting for every potential issue that could arise in different spaces and layouts. I meticulously redesigned every single play area to create a perfectly integrated model. The goal was to ensure that the new centers could be constructed quickly without compromising on functionality or the brand’s iconic identity.
This was a different kind of challenge compared to designing completely new concepts like Tinipark and Tinistore. The new Tiniworld was a delicate balancing act—it was about honoring the legacy of an established brand while innovating for its future. We had to evolve a familiar icon to meet the demands of a new era of rapid expansion. The journey from designing small-scale marketing materials to completely reimagining the very spaces where children play was a true highlight of my career.
