Dragonpass Timagit n Tnezzayt sɣur Mtc Brand Consultancy d anerbaz yettwaqadren meqqren n 2023 Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Tnaflit n Afeṣṣel n Unuɣ, Tugna d Teywalt Tamulant.

LfeṭṭaUnuɣ· 2023

Dragonpass Timagit n Tnezzayt

sɣur Mtc Brand Consultancy

Amsaɣ: DragonPassCompanyLimited

Anerbaz n Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Unuɣ

48,542

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #150900

Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Dragonpass Timagit n Tnezzayt

Dragonpass d timagit n tnezzayt i yettwaseggmen i yiwen umefki n lfayda n tzemmar d yimeẓla n yinig. Azamul amaynut yesdukkel lǧerra n tɣanimt tasḥḥart d usekkil amezwaru D, isseknay ticreṭ tudrant i izegren aṭas n tesnayin. Aɣanib azewwaɣ aneẓli yettwasemɣer s yini abinyu d yini nniḍen iwakken ad tesɛu timagit udem yugaren di lmuḍa. Tunuɣin timalalin rennunt-as talqayt di yal asnas. Anagraw n twenna yettwasehlen isemselsi azamul aqdim yerna yettalel udem n tnezzayt yugaren deg umadal.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lfeṭṭa

Dragonpass Timagit n Tnezzayt d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Dragonpass Timagit n Tnezzayt ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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.
Tibzimin: VI reshape, travel, magician, color activation, interactivity
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Tanila n Umahil: 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.