Chí-An Benjamin De Leo
Chí-An Benjamin De Leo has an Italian father and a French-Vietnamese mother: it was this diverse background that shaped his global mindset and his ability to connect with various cultures. He speaks four languages fluently and has lived in five countries. After graduating from the University of Plymouth, Chi-An started his career in advertising at MullenLowe Global in Vietnam, where he played a pivotal role in establishing the branding division. His passion for creating meaningful brand experiences led him to establish Rice in 2011. Since then, he has received numerous international awards, such as D&AD, Red Dot, TDC, Pentawards and the Dieline Awards.
Chí-An has served on international design juries regularly and is a member of the Alliance Graphique Internationale (AGI).
He is currently realising ambitious plans for Rice – from developing meaningful products to expansion into education and conference hosting.
Red Dot in an interview with Chí-An Benjamin De Leo
You have an Italian father and a French-Vietnamese mother. Has that background been useful in a creative profession that requires a global mindset?
I don’t know if it’s been useful per se, but I think it definitely helps that I’m multicultural and speak several languages. Communicating with people in their native language and understanding their mentality and culture can be very beneficial to making relevant work that resonates with the market. A global mindset helps you tap into different perspectives as you work, an approach that we’re very proud of at Rice Studios – we actually have eight different nationalities represented on our team.
How is the Vietnamese design scene developing? Are more local companies now recognising the value of professional communication?
Vietnam has a rapidly growing economy and an expanding design scene. Although our creative industry still has a long way to go, it is growing exponentially, and as a result we are being recognised and appreciated more by local companies. So our market is expanding and its “immaturity” is a great opportunity for creativity.
Which design influences play the biggest role here?
I wouldn’t say there is one specific reference, but the internet and new accessibility to international travel have definitely led to the rapid growth of the design scene. Today it is starting to establish its own identity. About 10 to 15 years ago it was hard for a Vietnamese national to travel abroad, so the greatest influences came through studies, books and the internet. Now, with travel being much easier, designers are exposed to influences from all over the world.
You founded Rice Studios in 2011 and have won numerous awards. How would you summarise your design philosophy?
At Rice we operate according to a set of guiding principles that define our company, our approach, our team, our relationships and our success.
1. Begin from the future.
2. Quality questions create quality.
3. Inspire, don’t convince.
4. We are growing every day.
5. Anything is possible.
6. Be the reference.
7. Expect excellence.
8. You are what you do.
9. Ask how this can be better.
10. We are always editing.
Which brand would you like to relaunch?
The Saigon Metro.
Was there anything at this year’s Red Dot jury session that particularly surprised you?
I wouldn’t say I was surprised, but I did appreciate how open and welcoming everyone was. The whole experience was well organised and the jury members came from all over the world. It felt like a big family reunion.
