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Within the framework of the Content Creation course at the Faculty of Communication and Public Relations, Van Lang Sai Gon College – one of the top vocational colleges, the student group Phocxie carried out a project to develop a communication and marketing concept for the book “I Want to Study Design but My Mom Won’t Let Me”, under the FoxShelf brand. The project was proposed by Red Cat Motion and undertaken in collaboration with the author Leo Dinh, providing students with a valuable practical opportunity to apply academic knowledge in a real-world professional environment.
Strategic thinking & user insight development
The standout aspect of the project lies in the team’s ability to identify and leverage insights relevant to their target audience.
The PHOCXIE team understood the mindset of young people who want to study design but face objections from their families, transforming this challenge into an opportunity to provide career-oriented education in an accessible and relatable way.
Creative interaction approach
Instead of presenting information in a traditional format, the team designed an interactive game that allows users to explore and discover themselves.
This reflects a strong ability to apply interactive methods to deliver key messages – going beyond plain text to create engaging experiences.
Unique visual identity & concept development
Students designed the “Gia đinh nha Cao” (Fox Family) identity system, featuring characters like Adi Fox and Gafi Fox.
These characters are not only visually appealing but also represent different roles within the creative industry. This demonstrates students’ capability in visual design and personal branding within a practical context.
Clear communication strategy & timeline
The project followed a well-structured three-week timeline from curiosity – driven teaser content and a problem-solving talkshow to follow-up communication materials with strong outreach.
This approach helps students understand professional communication planning, from ideation to production and content delivery.
VLSC’s practice – oriented training model: To enable students to independently execute a full communication campaign from planning to production – VLSC provides a comprehensive and industry-aligned training program:
Over 80% practical projects & case studies: The curriculum emphasizes hands-on experience, allowing students to work on real projects and solve case studies starting from their first year.
This helps them build a strong professional portfolio—an essential foundation for future career growth.
Lecturers who are industry experts: Students are mentored by experienced Creative Directors and professionals, ensuring each project is both innovative and practical while strengthening strategic thinking and professional skills.
Modern campus with international – standard facilities: With fully equipped studios, practice rooms, and advanced technology, students can experiment with creative ideas in environments that closely resemble real industry settings.
Workshops, field trips & internships: Continual exposure to real-world activities at agencies, businesses, and events allows students to sharpen their skills, gain industry insights, and expand their professional networks.
Career commitments with competitive income: VLSC guarantees broad career opportunities with high earning potential from the first year, preparing students for roles in agencies, events, corporate communication, and PR departments.
Conclusion
The Phocxie team’s project is a clear demonstration of how VLSC integrates strategic thinking with visual creativity in the Public Relations – Communication program.
Students gain not only theoretical knowledge but also practical experience, developing well-rounded professional abilities. With strong industry exposure, specialized skills, and promising career opportunities, they are fully prepared to thrive in the competitive communication landscape.
Choose Public Relations – Communication at VLSC to turn ideas into real projects, elevate your creative abilities, and unlock wide-ranging career opportunities starting today.