Dragonwing: Building a New Brand for Qualcomm’s Enterprise Future
Challenge: As Qualcomm expanded deeper into enterprise and industrial markets, it needed a new B2B brand capable of bringing a growing portfolio of AI-driven products and capabilities together. The brand needed to establish its own identity and credibility while sitting confidently alongside Snapdragon within the broader Qualcomm portfolio.
Opportunity: We had the opportunity to create a distinct new brand within the Qualcomm portfolio, balancing shared equities that connect the broader brand family with new elements that give Dragonwing its own identity. The goal was to establish a recognizable enterprise brand in its own right, while maintaining a clear and intentional relationship across the Qualcomm portfolio.
Building a Brand to Make Enterprise Technology Visible
Solution: We created Dragonwing as a distinct enterprise brand designed to give Qualcomm’s growing B2B offering a stronger, more visible presence in the world. The identity balances shared portfolio equities with a new icon, color palette, imagery and graphic expression that give Dragonwing a recognizable character of its own.
The system was also designed to put the technology at the center. Bespoke 3D key visuals bring Dragonwing’s chip technology to life, creating a more elevated and expressive way to feature products across communications while giving the brand a distinctly modern, enterprise-focused presence.
Results: Dragonwing launched as Qualcomm’s new enterprise brand, bringing greater visibility and coherence to its expanding B2B offering. The system created a distinctive platform for its products and technology while providing the flexibility to grow across audiences, applications and future offerings, all within the broader Qualcomm portfolio.
Team:
Cristina Vásquez
Alice Sunayro
Paula Saito
Dany Vo
Sandra Reynolds
Evan Karol
Matt Steele
Silvia Arrascue
Julia Smith-Epstein
Qualcomm Brand Team
