Empowering Mekong Delta farmers with agro-climatic bulletins (ACBs) co-designed with CIAT for timely, localized crop guidance.
A four-panel illustration captures the rhythm of rural life through the seasons — from planting rice and fishing at sunset to tending orchards and watching white cranes soar over golden fields.
Scroll
Overview
Launched in 2019, the Agro-Climatic Bulletin (ACB) initiative is a pioneering collaboration between the Department of Crop Production (MARD), the Plant Protection Department, and the Alliance of Bioversity International and CIAT (under CGIAR). The goal: to transform raw climate data into timely, localized farming advisories that help communities in the Mekong Delta adapt to growing climate risks.
To bring this vision closer to farmers, Collective Design Agency (CDA) partnered with CIAT to reimagine the way climate information is delivered—turning complex forecasts into clear, visual, and actionable bulletins. Our human-centered design approach streamlined the workflow from data centers and experts to local farmers, ensuring accessibility across channels from Zalo groups to village loudspeakers.
The results speak for themselves: by 2025, ACBs have reached over 290,000 farmers across 13 provinces. Independent reports show 73% of farmers reduced pesticide use, production costs dropped by 10–15%, and yields increased by 5–8% per season. Beyond the numbers, the ACBs are now regarded as a trusted “companion” for farmers—empowering them to make informed decisions and strengthen resilience in the face of climate change.
A logo rooted in the Delta
Inspired by the endless fields and rising sun of the Mekong Delta, the logo reflects the spirit of renewal, growth, and resilience in agriculture. The interplay of warm and earthy tones captures the balance between nature’s traditions and the promise of modern, sustainable farming.
A Bulletin Farmers Can Read at a Glance
We built the bulletin like a modular toolkit — one design system that could flex for any season, crop, or province. Each card carries just what a farmer needs to know that week, no filler. The illustrated elements and hand-drawn textures keep it warm and familiar, while the layout stays clean enough to work everywhere from a phone screen to a printed poster in the commune hall.
COLOR AND TYPOGRAPHY
The bulletin design follows a clear, color-coded system that organizes content into five sections. Each section highlights a distinct area of agriculture, making complex information easier to navigate and visually engaging. This structured approach ensures consistency while giving farmers quick access to the insights most relevant to their needs.
ILLUSTRATION SYSTEM
We drew what they already know — the bend of the river, the silhouettes of cranes over rice paddies, the boats resting at dusk.
Every detail was rooted in research, ensuring that the fruits, fields, and scenery we illustrated are the ones that truly belong to the Mekong Delta. By reflecting the region’s authentic landscapes and produce, the visuals don’t just decorate the bulletin — they make it feel like home, like something created for and with the farmers themselves.
ICONOGRAPHY
It’s the little signal that says:
The app icon embraces a hand-drawn aesthetic, layered with soft watercolor textures that echo the tones of fields and harvests. This rustic, nature-inspired design conveys warmth, familiarity, and the deep-rooted connection farmers share with the land.
COMMUNICATIONS & IDENTITY
Collective Design Agency
Creative Director
An Bui
Producer
Duyen Phan
Designer
Hien Do
Project Curator
Duy Nguyen
Special thanks to
James, Manh, Huong
An Giang local government
Department of Crop Production
and the local farmers who participated in the user testing—whose feedback helped shape a solution that now reaches over 290,000 farmers, leading to real-world impacts such as reduced pesticide use, significant cost savings, and improved harvest outcomes.
