ALL IN

Joshua  Breidenbach

The ALL IN poster is a message for our time. Inspired by astronauts who describe the overview effect—the deep realization of Earth’s fragility when seen from space—it carries the wisdom of a child’s words: “We are all in the circle.” By forming an exclamation mark over our planet, the design signals both warning and hope: a call to recognize our shared responsibility and the power we hold to shape the future.

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  1. Image 1 — ALL IN (ALL IN)
  2. Image 2 — ALL IN Mockup (ALL IN)

    Joshua  Breidenbach, Vietnam (2019)

    Joshua uses design to explore meaning, build connection, and contribute to positive change. He is inspired by human potential—and driven by the belief that bold, unifying ideas can move millions...

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    The ALL IN poster is a message for our time. Inspired by astronauts who describe the overview effect—the deep realization of Earth’s fragility when seen from space—it carries the wisdom of a child’s words: “We are all in the circle.” By forming an exclamation mark over our planet, the design signals both warning and hope: a call to recognize our shared responsibility and the power we hold to shape the future.

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    Joshua  Breidenbach, Vietnam (2019)

    Joshua uses design to explore meaning, build connection, and contribute to positive change. He is inspired by human potential—and driven by the belief that bold, unifying ideas can move millions. He focuses on straightforward, pop solutions that bridge the gap between where we are and where we want to be. His experience working across cultures has deepened his love of discovery and sharpened his sense of what’s possible when diverse perspectives come together. This ethos is best exemplified by his work founding and leading Rice—now evolved into BaseSGN, the newest studio in the global Base Design network, where even more experience and international voices shape extraordinary outcomes. Through this evolution, Rice becomes a platform of platforms—a foundation for ventures, products, and educational initiatives that promote creative growth and empower the next generation of talent across Vietnam and beyond. An entrepreneur at heart, Joshua thrives on empowering others—whether mentoring young designers, collaborating with visionary founders, or building brands for growing audiences. He leads with curiosity, care, and a desire to challenge the status quo—in service of better futures.

    Lectures

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    Seeking the Unexpected

    (2018)

    • HOW, United States

    Discovery and Design

    (2017)

    • -ING, Dubai

    What Am I Doing Here?

    (2018)

    • WeWork, Vietnam

    PLASTICPeople

    (2021)

    • Dieline Conference, United States

    Agencies

    plus

    Awards

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    • 2015

    Red Dot
    • 2015

    Pentawards
    • 2015

    Graphis
    • 2016

    TDC
    • 2015

    IDA
    • 2021

    Top Awards Asia
    • 2015

    Graphis
    • 2022

    Pentawards
    • 2018

    Dieline Awards
    • 2018

    Red Dot
    • 2020

    Monotype Champions
    • 2023

    D&AD