Empire Dragons NYC
Empire Dragons NYC
One of the 150 worldwide women's breast cancer survivors teams worldwide, the Empire Dragons is the first and only breast cancer survivor racing team located in New York City, comprised of members from throughout the tri-state. Through competitive dragon boat racing, they serve to promote not only a healthy lifestyle but also provide unique support for women surviving cancer.
Founded in 2009, Empire Dragons NYC is dedicated to empowering women to survive and thrive beyond cancer. In addition to promoting a healthy and fulfilling life, they also work to improve the environment around them through green teams and community events.
brand positioning strategy, concept, design
The identity for the Empire Dragons was somewhat challenging. The team came to us with an existing logo — a very detailed illustration of their mascot. They had also recently partnered with Tommy Hilfiger on a new uniform design which employed their illustration with a new typographic lockup that strongly referenced the Tommy Hilfiger Logo. Hence, we had to design a mark similar enough to the logotype used on the new uniforms, while distancing the new logo from the Tommy Hilfiger logo.
We incorporated elements of their mascot illustration into the identity across all branding devices, rather than incorporating the full illustration as part of the new mark.
As an essential part of the new identity, we created a series of friendly, empowering marketing tag-lines to use across media to capture and embolden the spirit of the team and organization.
empire dragons nyc website
visit site: empiredragonsnyc.com
strategy, content, information architecture, concept, design, front-end development
The website serves as a hub for the team, and allows visitors to learn about current Empire Dragons events, news, view photos and learn how to participate and engage with fellow survivors through racing and fund-raising events, and, of course, donations.
Site visitors also learn a bit about the history of dragon boat racing itself, and how to join the team.
concept, design, print management
We developed two kinds of business cards, one for team members, and another with a series of marketing tag-lines based on the organization's ethos of empathy, teamwork, competition, and facing challenges with passion and determination.
Likewise, the letterhead incorporates the main tagline and board members.
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