Dragonfly
Empowering gender equality in Asia
Dragonfly is a regional platform designed to mobilize society towards gender equality in Asia.
The launch of the movement was the Dragonfly Summit which took place in Bangkok in November 2019 and engaged activists, celebrities and business leaders to help drive the agenda. In 2020, the platform has expanded into events, workshops and workspaces; all unified under the Dragonfly brand.
The Dragonfly brand is driven by a distinctive logotype, and stylised Dragonfly icon and a contemporary colour palette.
The original brief was to design an identity for a “feminine collective space” in Bangkok. This idea quickly developed into a broader ambition – a movement for gender equality and female empowerment in Asian society. These topics can be uncomfortable to discuss so the identity needed to be approachable and appealing to a wide range of audience from business women to young girls to the LGBT community.
The identity embodies qualities like strength, empowerment and elegance and was partly inspired by 60s counterculture.
“Mandala Studio was methodical in their thinking and asked the right questions in order to get the design brief right. They asked questions not only about the design but what the business objectives are and who the customers will be.”
—Pam Phornprapha, Dragonfly Founder
