The mascot features a minimalist design with modern lines, facilitating its use across brand identity materials, digital platforms, and client consultation events. The forward-facing eagle symbolizes a proactive spirit and a commitment to sustainable growth.

The company explained this choice is rooted in symbolic values such as vision, perseverance, and leadership. From a brand perspective, the eagle embodies a guiding role, supporting clients through long-term decisions.

Hope the eagle, Newland USA’s mascot from this year. *Photo: Newland USA*

According to a Newland USA representative, the standardization of its brand identity is a key part of its development strategy, especially with the rising demand for US immigration solutions. This new symbol aims to establish a clearer brand image across various client engagement channels.

The name Hope also reflects the common aspirations of many families seeking opportunities to live in the US. This mascot conveys a message of continuous support, from initial consultation and document preparation to the final stage of settling into a new life.

The company has also expanded the name Hope into a four-element value system: Home (family stability), Opportunities (educational and career prospects), Prosperity (long-term well-being), and Empowerment (proactive agency). This framework links the mascot to the company's core operational objectives.

The Newland USA team at their year-end party on 25/2, held in Ho Chi Minh City. *Photo: Newland USA*

Chau Tam Luan, founder and General Director of Newland USA, stated that Hope embodies the company's core values: partnership, guidance, and prioritizing clients' long-term interests. "We expect this mascot to make our brand more approachable and clearly reflect our commitment to transparency and responsibility in our consulting services," Luan commented.

He added that the mascot's launch extends beyond communication objectives; it also holds internal significance, strengthening corporate culture and providing a unified direction for staff in their work and client service.

Newland USA previously undertook several image repositioning initiatives to clarify its development strategy, encapsulated by the message "Stable Settlement - Lifelong Prosperity." The introduction of the Hope mascot further expands and refines the brand identity system, laying the groundwork for future communication efforts.

(Source: Newland USA)

Readers interested in US immigration programs such as EB-3 (employment-based), EB-2 NIW (national interest waiver), or EB-5 (investor) can contact Newland USA via hotline: 078 5591988, or register for a consultation here.