ABOUT THE PROJECT

Sometimes the stars align when a project comes along as they did with this branding exercise. One of Melbourne’s top Dragon Boat racing teams and they are called the Melbourne Flames, the logo almost draws itself. Yet while some brand concepts seem to obviously jump out, the idea still needs to be executed so that the outcome successfully brings the vision to life.

THE RESULT

The final brand fused a silhouette of the head of China’s legendary dragons emerging from flames to tie back team’s name. The outcome presented is a modern interpretation of an ancient icon to deliver the Melbourne Flames a uniquely memorable sporting brand.