Xuan Phan is a graphic designer who focuses on Graphic Design, Brand Identity, Digital Design & UI Design.

After graduating from Kingston University, she has been working for clients & design studios in London and Vietnam, now based in Saigon.

1. Beatbites
2. Facebook ‘Good Adds Up’
3. 502 Bad Gateway Magazine
4. No Concept Website
5. Vietcetera ‘Now is Beyond’
6. CAKE Bank
7. Skills Quest
8. Virtual Eyes
9. Cadogan Hoarding
10. Indigo Magazine


CAKE is a 100% digital, online bank. It is the second service-based product provided by BeGroup. CAKE offers a range of flexible services which will be tailored to support the needs of each of our valued customers.

We worked on the brand strategy and created the visual identity for the brand. The bold, unexpected application of color and typography were chosen to portray Cake's cold-shoulder towards the tired aesthetic and procedures offered by the traditional financial services. CAKE is on a mission to reinvent the banking experience for the cultures and lifestyles of today.

Creative Direction: Chi-An Benjamin De Leo
Graphic Design: Daniel Keffe, Xuan Phan
Tag: Brand Identity Design, Graphic Design