One of the 150 worldwide women's breast cancer survivors teams, 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.

IDENTITY

brand positioning strategy, concept, design

The Empire Dragons Branding won a Silver Award in the Graphis Branding 7 Competition.

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. 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.

website

visit site: empiredragonsnyc.com
strategy, content, information architecture, concept, design, front-end development

COLLATERAL

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.