Dragonpass Boitsebiso ba Lebitso la Khwebo by Mtc Brand Consultancy is a highly esteemed winner of the very prestigious 2023 Moputso oa Silevera oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

SileveraKerafikhe· 2023

Dragonpass Boitsebiso ba Lebitso la Khwebo

by Mtc Brand Consultancy

Client: DragonPassCompanyLimited

Moputso oa Silevera oa A' Design Award Winner in Kerafikhe Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragonpass Boitsebiso ba Lebitso la Khwebo

Dragonpass ke boitsebiso ba lebitso la khwebo bo etselitsoeng mofani oa melemo ea botho le litšebeletso tsa maeto. Letšoao le lecha le kopanya mohala oa lere la mehlolo le tlhaku ea pele D, le etsa letšoao le matla le tšelang litekanyo tse 'maloa. Palete ea pele e khubelu e atolositsoe ka 'mala o pherese le meloko e meng ho fa boitsebiso sebopeho se ratoang haholoanyane sa feshene. Litšoantšo tse thusang li eketsa bofetoheli lits'ebelisong tsohle. Sistimi ea pono e nolofalitsoeng e nka sebaka sa letšoao la khale 'me e tšehetsa setšoantšo sa lebitso la khwebo se leng machabeng haholoanyane.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Dragonpass Boitsebiso ba Lebitso la Khwebo ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Dragonpass Boitsebiso ba Lebitso la Khwebo e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Dragonpass Boitsebiso ba Lebitso la Khwebo ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

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.