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.

Challenge
From Institutional Pioneer to Retail Relevance
Despite its longstanding reputation with institutional investors, Dragon Capital faced a brand perception gap among Vietnam’s growing retail investor base. The legacy brand, while respected, lacked the accessibility and emotional resonance needed to connect with a broader domestic audience.

Solution
Inspired by the heritage of the Dragon symbol, a bold new visual identity was created. The concept of the Flow of Wealth was expressed through a system of graphic devices that suggest motion, growth, and prosperity. The visual system was complemented by a modernised colour palette and photographic style to convey a contemporary and dynamic brand image.