Drapac Capital Partners
As a business that likes to do things differently from the rest, the new brand for Drapac Capital Partners had to align with its challenger mindset and penchant for going against the grain. Based on some key strategic insights, the concept for the new identity revolved around the idea of seeing and acting on opportunities that others overlooked, an accurate reflection of the Drapac business model and the brand position we created for them ‘Identifying Value Through Unorthodox Means’.
Fluid and dynamic, the identity’s visual language is created in motion, as linear patterns cross in and out of one-another, revealing new shape and form not previously seen. This idea is carried into the brand mark itself, with overlapping and layering seen within the lettering of the custom typeface.
Once the new identity was approved, Yoke set about planning, designing and building the new Drapac Capital Partners website.
The new brand identity and website were launched in time for the 2016 Tour de France and the launch of the Cannondale-Drapac Pro Cycling Team. This announcement saw Drapac becoming the co-title sponsor of the highly respected Cannondale Pro Cycling Team in a five-year deal.
Brand identity development and design