- Brand Building
- Design
- Strategy
Dragon Capital
The Prosperous Dragon of Vietnam
A brand refresh solution to transform a reputable 30 year-old fund manager
Dragon Capital is one of the most experienced fund management firms in Vietnam. With 30 years of experience in the local market, they are a pioneer in implementing international best practice and ESG in fund management.
Despite a long term legacy and reputation with institutional markets, their brand faced a challenge in engaging with the local retail investors. SR was commissioned to define an aspirational purpose & a compelling brand narrative to help bring the story of Vietnam and Dragon Capital to international investors and strengthen the brand expression to connect with domestic retail investors.
From engagement with Dragon Capital’s leadership team to gain insights, to a co-creation BrandBridge Workshop, we created clear alignment on the priorities for this branding exercise, tailored communication for different groups of investors, and uncovered the key strengths and opportunities in defining the brand strategy for Dragon Capital.
An inspiring brand narrative around catalysing the growth of Vietnam captures what Dragon Capital aspires to bring to investors internationally and domestically.
In addition to the brand narrative, the visual expression was elevated to the next level. Inspired by the legacy of the Dragon symbol, the concept of ‘Flow of Wealth’ was created using a system of graphic devices combined with a more modern colour palette and photography style. The Dragon Capital brand is now ready for its new chapter of growth.
