Ko te hoahoa Dragonpass Tuakiri Waitohu nā Mtc Brand Consultancy he kaitoa whakahirahira o te 2023 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata.

HiriwaWhakairoiro· 2023

Dragonpass Tuakiri Waitohu

nā Mtc Brand Consultancy

Kiritaki: DragonPassCompanyLimited

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Whakairoiro

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #150900

Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Dragonpass Tuakiri Waitohu

He tuakiri waitohu a Dragonpass i hoahoatia mō tētahi kaiwhakarato painga mematanga me ngā ratonga haerenga. Ko te tohu hou ka whakakotahi i te ara o te rākau mākutu me te pū tuatahi ko D, e hanga ana i tētahi tohu hihiri e whakawhiti ana i ngā ahunga maha. Kua whakawhānuitia te papa tae whero taketake ki te waiporoporo me ētahi atu tae kia kaha ake ai te āhua whakapaipai o te tuakiri. Mā ngā whakairoiro āwhina e ngāwari ake ai te whakamahi puta noa i ngā horopaki. Ka whakakapi te pūnaha ataata māmā i tētahi tohu kua tawhito, ā, ka tautoko i tētahi āhua waitohu tū-ā-ao ake.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Dragonpass Tuakiri Waitohu te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Dragonpass Tuakiri Waitohu he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Dragonpass Tuakiri Waitohu he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Tūtohu: VI reshape, travel, magician, color activation, interactivity
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: The project began in Guangzhou in May 2022 and launched in Guangzhou in February 2023.
Rerenga Mahi: 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.