Dragonpass Chizindikiro cha Mtundu wa Kampani by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 Mphoto ya Siliva ya A' Design Award in Mapangidwe a Zithunzi, Zojambulidwa ndi Kulumikizana Mwazithunzi Competition Category.

SilivaZithunzi· 2023

Dragonpass Chizindikiro cha Mtundu wa Kampani

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

Mphoto ya Siliva ya A' Design Award Winner in Zithunzi Category

48,542

Verified Award Winner

Verify Award Status for #150900

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Chizindikiro cha Mtundu wa Kampani

Dragonpass ndi chizindikiro cha mtundu wa kampani chomwe chinapangidwa kwa kampani yopereka zabwino za umembala ndi ntchito zaulendo. Chizindikiro chatsopanochi chimaphatikiza njira ya ndodo yamatsenga ndi chilembo choyambirira D, kupanga chizindikiro champhamvu chomwe chimadutsa mbali zosiyanasiyana. Mitundu yoyambirira yofiira yakulitsidwa ndi mtundu wofiirira ndi mitundu ina kuti chizindikirocho chikhale ndi mawonekedwe amakono kwambiri. Zithunzi zothandizira zimawonjezera kusinthasintha pa ntchito zosiyanasiyana. Dongosolo lophweka la mawonekedwe limalowa m'malo mwa chizindikiro chakale ndipo limathandizira mawonekedwe a mtundu wa kampani apadziko lonse lapansi.

The Recognition

About the Mphoto ya Siliva ya A' Design Award

Dragonpass Chizindikiro cha Mtundu wa Kampani ndi mmodzi mwa opambana a Mphoto ya Siliva ya A' Design Award, kuzindikirika kolemekezeka modabwitsa komwe kumaperekedwa kwa mapangidwe a pamwamba, okongola ndi ochititsa chidwi. Opambana a Siliva ndi ntchito zowala kwambiri ndi zolenga kwambiri zomwe zimaonetsa ukatswiri, luso ndi nzeru zakuthwa za opanga awo. Dragonpass Chizindikiro cha Mtundu wa Kampani akuyembekezeka kukhala ntchito yodabwitsa yoonetsedwa, yaukatswiri wapadera ndi yatsopano kwambiri. Mapangidwe opambana Mphoto ya Siliva ya A' Design Award awa ndi chopangidwa chodziwika kwambiri ndi choyamikiridwa chomwe chimapindulitsa ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Dragonpass Chizindikiro cha Mtundu wa Kampani ndi cholengedwa chomwe anthu ambiri amachichitira nsanje, chomwe chimadzutsa zilakolako, kubweretsa maganizo abwino ndi kuyatsa kudabwa ndi chidwi.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.