Her idea stemmed from the intersection of East and West, a theme that shapes much of her work. Inspired by Hanoi’s familiar sidewalk eateries, Quynh reimagined them within a New York subway station. This unusual fusion evokes the feeling of “not fully belonging anywhere” - a sentiment common among immigrant artists - while also serving as a “love letter to New York, a city that embraces differences,” she explained.

Behind the dreamlike imagery lay painstaking work: 118 typographic fragments manually photographed from New York street signs, processed, and animated to mimic the rhythm of a typewriter. “In an era where AI makes everything faster, I wanted this project to preserve the sense of human craftsmanship, because culture is born from human hands,” Quynh said.

Art elevating brand value

Currently based in New York, Quynh works as a brand identity and campaign designer for major clients. Alongside commercial work, she remains dedicated to personal cultural projects. For her, art and branding are not opposites but complementary forces.

“On my first day in design school, my professor told me graphic designers are not artists. Entering the corporate world, I realized that was true: commercial design demands clarity, compliance, and consistency. But when aligned with business goals, design can still turn beauty into a powerful brand storytelling tool,” she said.

Her portfolio includes projects like branding for Hudson Square - a creative hub in Manhattan - and refreshing the image of the Bronx Zoo and New York Aquarium with the Wildlife Conservation Society. At Hudson Square, witty poster campaigns helped transform an overlooked district into a proud landmark for the young creative community.

Multitalented and culturally rooted

For Quynh, art always goes hand in hand with social responsibility. Whether commercial or personal, her projects share one mission: weaving culture into design to build emotional connections.

“Designers don’t always have a voice, but when I see traces of human creativity, memory, and love in a brand, I know that art still lives there,” she said.

From Hanoi’s streets to New York’s subway, from international brand campaigns to award-winning personal work, Diem Quynh shows the power of merging artistry, craftsmanship, and brand vision. Her journey marks her not only as a multidisciplinary artist but also as an “art engineer” bringing the Vietnamese spirit to the world.

Tinh Le