Recent Deep Red Creative concept work has been the development of a new identity for the China Team 'Red Dragon' racing competing in the America's cup. Additional work involved the creation of website, advertising, and team branding elements looking to create a contemporary feel that also embraced the cultural heritage so important to the team and its owners.

The identity retained aspects of the original legendary chinese dragon including its deer horns, eagle claws and snake neck. The modernised approach looked to move toward creating an identity that would be adaptable for clothing and merchandising as well as making a strong impression on the hull of the boat.

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