Dragon

Dragons fly far: crafting a globally craveable story for growth

In 2017 and 2018 Marchon/VSP asked us to help establish the brand story and strategy with the team at Dragon. The brand had taken on a new team with a new set of market mandates and goals. This required clearing away the junk DNA that had become obsolescent and held back setting bold new standards for Dragon’s soul, role and commercial goals in the years to come.

This included DNA, brand foundation, guidelines for expression – all internally done in partnership with us. The result is a renovated brand, a platform and ruleset for getting things done, and a razor-sharp positioning in the market: to bring inclusivity, creativity and positivity to sport. A serious evolution based on the best of what Dragon was, is and will always be.