Dragon Rouge

ElectroMobility Poland SA has embarked on a project that aims to deliver a long awaited Polish car brand  –  modern, designed for the contemporary world and able to compete with other top car brands.  To that end, the best specialists from Poland and around the world were asked to design and build prototypes of electric cars and the technological infrastructure.  Dragon Rouge was tasked with creating a brand for the Izera car, from strategy to visual identity and slogan.The name Izera comes from the Izerskie Mountains, a pristine and beautiful area located within the borders of Poland and Czechia. The multitude of colors visible in the sky changing with the time of day and the weather has been our inspiration – gradient colors and blending of one color into another are a defining feature of Izera’s visual identity.  The style and construction of the car are also inspired by nature.We built the brand based on the hexagonal shape, semi-transparent objects, color gradients and elements set in motion. Such treatment and features are appropriate for the digital medium and reflect the progressive character of the brand.Bold, vivid colors, organic font and softly rounded edges of all graphical elements draw attention to the many assets of the cars, the spacious interiors, the attractive and dynamic design and the versatility of use for the day-to-day.Through consumer research, analysis of trends and visual codes and also by looking at the way car brands were communicating for both, combustion and electric cars, we could specify the target group profiles. After consultations with the client, we set on a course that involved highlighting technological features - crucial when launching a new car - while maintaining an image of a humanistic brand with references to nature - which are important aspects for our target groups. We also wanted the identification to reflect a boldness and courage necessary to rise to the challenge, which is embedded in the brand’s DNA.

Creating a new brand positioning and identity that matches Arthur Cox’s forward-thinking attitude, entrepreneurial spirit and inclusive envirnment.https://www.dragonrouge.com/work/arthur-cox/

Creating a new powerful brand strategy and an impactful packaging system for Belmio inspired by the unleashing of the full sensory power of freshly-ground coffee in every cup - ‘Unleashing extraordinary’.https://www.dragonrouge.com/work/belmoca-belmio/

Bird & Bird is an international law firm focused on digital transformation and technology which has a strong heritage in IP. They approached Dragon Rouge and tasked us with developing a new digital first identity system to better reflect their expertise. A strong strategic foundation for the visual identity and implementation were required, and we used the brand personality traits – curious, bright, practical, likeable - as a basis for all design thinking. The theme of ‘curious connections’ is a link throughout the brand identity and is expressed at all times in the iconic ampersand. The simplicity of the ampersand is always present with the added vitality of the ‘curiosity line’ which extends from it in a variety of ways. Weaving into and reacting with images, linking copy or adding a distinctive graphic to communications. The goal was to create an identity system that not only added a new coherence and vibrancy to the brand, but allowed for more flexibility and enabled them to stand out for their fresh thinking. Highly coloured and composed imagery, allows natural space for content and shows how the firm is connected to the modern world, in such a variety of ways. This vibrancy is also demonstrated in the vivid colour palette that has been introduced and ensures the expression is bright, differentiated from the sector and varied across the comms. We collaborated closely with Bird & Bird’s in-house team in design development, support in preparing for both launch and the ongoing implementation. We took the time to really understand both their needs and the strength, and recognisability, of existing brand assets in building the new look and feel – but didn’t miss the opportunity to create something distinctive and exciting for future use.