Kala Kiʻi · 2023
Dragonpass Hōʻailona Hōʻike Hōʻailona ʻOihana
- A' Design Award Kala 2023 in Kiʻi
- CLIENT: DragonPassCompanyLimited
- Estimated Number of Design Views: 48,542
- Verification code DD33798F21 · Verify this award
Colors
About Dragonpass Hōʻailona Hōʻike Hōʻailona ʻOihana
He hōʻailona ʻoihana ʻo Dragonpass i hoʻolālā ʻia no kahi mea hoʻolako lawelawe pōmaikaʻi lālā a me nā lawelawe huakaʻi. Hoʻohui ka hōʻailona hou i ke ala o ka lāʻau kupua me ka huapalapala mua ʻo D, e hana ana i kahi māka ikaika e hele ana ma waena o kekahi mau ʻaoʻao. Ua hoʻonui ʻia ka waihoʻoluʻu ʻulaʻula kumu me ka poni a me nā kala hou aku e hāʻawi i ke ʻano hoʻonaninani hou aʻe i ka hōʻailona. Hoʻohui nā kiʻi kōkua i ka maʻalahi ma nā hoʻohana like ʻole. Ke pani nei ka ʻōnaehana ʻike maka i hoʻomaʻalahi ʻia i kahi hōʻailona kahiko a kākoʻo i kahi kiʻi ʻoihana honua hou aʻe.
About the A' Design Award Kala
Ua lanakila ka hoʻolālā Dragonpass Hōʻailona Hōʻike Hōʻailona ʻOihana i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Dragonpass Hōʻailona Hōʻike Hōʻailona ʻOihana he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Dragonpass Hōʻailona Hōʻike Hōʻailona ʻOihana e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.
Press Kit
- Unique Properties
- As the world second largest and the No.1 Asia-Pacific membership benefit solutions service provider, DragonPass has encountered a new strategic transformation opportunity. However, its image has become traditional and aging over the past 17 years, requiring a brand image upgrade.This case uses global vision, diversity, vitality, and humanism as keywords. By redesigning the brand's symbols and extending graphics, activating the brand colors, it redefines and standardizes the DragonPass brand visual system.
- Tags
- VI reshape, travel, magician, color activation, interactivity
- Production Technology
- Based on the brand personality of Magician, the design team used the concept of magical wand trace and combined it with the initial letter "D" of DragonPass for the design. The new logo of DragonPass is dynamic, with magical wand trace crossing multiple dimensions, symbolizing that DragonPass will always bring surprises to it’s clients and users.In addition, the design team built upon the original red-dominated visual identity by adding elegant and fashionable colors like purple, making DragonPass even more attractive.
- Design Challenge
- The challenge in this case is to inherit and reshape the brand's original visual image, which must comply with the development of visual trends without completely deviating from the original impression. To achieve this, the design team refined and innovated elements based on DragonPass's original visual assets, aligning with the corporate culture and catering to popular aesthetic concepts. At the same time, they added a sense of freshness and appeal to the brand's visual image.
- Research
- As a global intelligent travel service platform, DragonPass takes quality travel as the core, has built a member service system covering travel, health, living, entertainment and other lifestyle scenes. In the field of airport lounges providers, it has been ranked the first in Asia Pacific and the second in the world in the global service network.
- Inspiration
- The original brand identity of DragonPass was a dragon emblem, which is an element of Eastern culture. As a global enterprise originating from China, DragonPass should have greater cultural inclusivity, and its brand image needs a more internationalized revamp.The design team, through co-creation with the company's management team, refined a new inspiring mission for DragonPass: "Going For New Aspirations." They also used the Magician archetype from the brand personality model as the basis for the brand image design.
- Project Duration
- The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
- Operation Flow
- The new VI reduces complexity and returns to a simple appeal, making it easier to be recognized and disseminated in all scenarios. It aligns with the global urban aesthetic trend, helping shape an international and upscale brand image while interpreting the concepts and visions of DragonPass.The auxiliary graphics have strong visual impact, adaptability, and flexibility, which enhance the overall visual effects. They also carry symbolic meanings such as "active", "enjoy", and "cheerful", serving as expressions of the brand's attitude and emotions.
