Brand Transformation for Trusted Fund Manager in Vietnam
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.
Bridging Local Purpose with Global Appeal
Dragon Capital also sought to communicate a compelling purpose that could articulate both the Vietnam growth story and its pioneering ESG principles to international investors. The challenge was to define a refreshed brand strategy and narrative that would unify these ambitions, while maintaining authenticity and credibility.
Collaborative Brand Discovery
Sedgwick Richardson engaged closely with Dragon Capital’s leadership through stakeholder interviews and a co-creation BrandBridge Workshop. This helped surface deep insights into the firm’s values, aspirations, and growth ambitions. The process clarified key priorities for brand transformation and guided tailored communication strategies for different investor segments.
Inspiring Brand Narrative
A refreshed brand narrative was developed around the idea of catalysing the growth of Vietnam. This narrative brings to life Dragon Capital’s dual role as a steward of sustainable economic development and a trusted gateway for investors seeking long-term value in Vietnam.
Modernised Visual Expression
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.
A Brand Poised for Its Next Chapter
The refreshed Dragon Capital brand balances credibility and inspiration—positioning the firm to better engage local retail investors while reinforcing its appeal to global institutional audiences. With a revitalised narrative and dynamic visual identity, the brand now reflects Dragon Capital’s role in shaping Vietnam’s sustainable economic future.
