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TRANSFORM AWARDS EUROPE 2020 1 2 Welcome TRANSFORM AWARDS EUROPE 2020 1 2 Welcome At the Transform Awards, shortlisted companies represent every sector and size of organisation, presenting a true benchmark for excellence in strategic brand work. Every company deserves congratulations for delivering excellent, creative brand work. At this year’s awards, packaging stole the hearts of judges, as they lauded Urban Cordial, Carlsberg and Kellogg’s for their data-fuelled strategies. They were awed as well by corporate brands like Hollis and Baker Tilly, which filled the corridors of their businesses with life and light. Aktuel impressed creatively as it transformed its visual identity into proof positive of its products’ very success. The unique, bespoke typography is inextricably linked to the brand and delivers an ownable asset that communicates the company’s point of differentiation. Scala Radio turned heads, too, for its ability to build a successful new brand within a corporate brand portfolio that addressed a need in the marketplace with creative content, campaign material and communications. Brittany Golob This year has been full of excellent rebranding and brand development work. Editor in chief, Transform magazine Well done to all of the winners at the 2020 Transform Awards! 4 Judges SECTOR 8 Winners 43 Best visual identity by a charity, CONTENT NGO or not-for-profit 46 Best visual identity from the education sector 12 Best use of a visual property 47 Best visual identity from the energy 13 Best brand architecture solution and utilities sector 16 Best use of copy style or tone of voice 48 Best visual identity from the engineering 17 Best brand experience and manufacturing sector 18 Best use of packaging 49 Best visual identity from the financial services sector 19 Best wayfinding or signage 50 Best visual identity from the FMCG sector 20 Best use of audio brand 51 Best visual identity from the food 21 Best use of typography and beverage sector 24 Best place or nation brand 54 Best visual identity from the healthcare and pharmaceuticals sector PROCESS 55 Best visual identity from the industrial and 26 Best external stakeholder relations basic materials sector during a brand development project 58 Best visual identity from the lifestyle and 27 Best internal communication during wellbeing sector 59 a brand development project Best visual identity from the professional 28 Best implementation of a brand services sector 60 development project Best visual identity from the property, 29 Best implementation of a brand development construction and facilities management sector project across multiple markets 61 Best visual identity from the public sector 62 Best visual identity from the retail sector STRATEGY 63 Best visual identity from the technology, media and telecommunications sector 30 Best creative strategy 64 Best visual identity from the transport 31 Best brand evolution and logistics sector 32 Best strategic or creative development 65 Best visual identity from the travel, of a new brand leisure and tourism sector 33 Best development of a new brand within an existing brand portfolio 69 Best overall visual identity 36 Best naming strategy 70 Grand prix TYPE 39 Best corporate rebrand following a merger or acquisition 40 Best brand development project to reflect a changed mission, values or positioning 41 Best brand consolidation 42 Best rebrand of a digital property 3 THE JUDGES Helen Geny Grace Ashton Christine Ayre Senior marketing manager Brand marketing consultant Head of brand design Penfida Limited One Faced King’s College London Helen is a marketing and Grace is a brand marketing consultant Christine is head of brand design at communications specialist who with over 10 years of experience King’s College London. She leads the helps brands connect with customers working in-house and agency-side interpretation, evolution and execution through compelling storytelling and for global brands across the FMCG, of the King’s brand, directs and a clear sense of purpose. Helen has fashion, telecoms, health and wellness supports the creative agency roster particular expertise in the financial sectors. She has worked across the as a collaborating team and has run and professional services sectors entire brand marketing mix including in-house design for five years. Seizing and in enabling brands to leverage the brand and product launches, advertising, every possible opportunity to make benefits of digital transformation. She digital, content, social and influencer great brand experiences, she blends is currently with Penfida, a corporate marketing, design, and photography logical, flexible brand discipline with finance adviser to pensions schemes and video production. She is passionate inspirational creativity including the and trustees. about the value that a strong brand famous alumni display on the Strand brings to a business in building genuine and the transformation of Bush House. connections with audiences. Lisa Cheung Fleur Clarke Babak Daemi Director of marketing and brand strategy Head of brand marketing Former marketing director Foundry HarperCollins Publishers Future PropTech Lisa leads marketing strategy, brand At HarperCollins, Fleur leads brand Babak delivers marketing and creative content at Foundry, the strategy for some of the world’s most process, strategy and brand value developer of creative software for successful and beloved authors, proposition for startups at the the media, entertainment and digital including Agatha Christie, JRR Tolkien scaling stage of their business. design industries. Lisa has 16 years and George RR Martin. In her six years The bulk of his experience is in the of experience in communications and in publishing, she has created award- tech and events sectors. Babak’s media strategy for companies such winning campaigns for established current project is working with an as L’Oreal, McDonalds and Peugeot, authors such as Stephen King and events company focused on the from agencies within WPP and Jodi Picoult, and launched exciting financial risk and control functions Omnicom. She has worked in- new voices into the market. She of financial institutions. house at various technology sectors is passionate about insight-driven including telecoms, digital media and creative and campaigns that cut entertainment, and fintech. through the noise. 4 THE JUDGES Lorna Blackmore Federica Carlotto Director of communications Course leader and integration Sotheby’s Institute of Art Flagship Group Federica is a cultural strategist for A fellow of the Chartered Institute luxury and a course leader of the ‘art of Marketing, Lorna has over 18 of luxury’ programme at Sotheby’s years of experience in marketing Institute of Art. Her research, training and communication. In her current and consultancy activity focus on role Lorna is responsible for leading, the analysis of the meanings and developing and executing the brand practices underpinning the production, and communication strategy for the branding and consumption of luxury group. She also leads the integration and fashion. process through the pre- and post- merger lifecycle; optimising brand architecture to clearly communicate the company and its portfolio of offerings for an evolving business. Rupert Daniels Greg Dawson Global marketing director Senior corporate Cambridge University Press communications manager Nestle Rupert is the global marketing director for the Cambridge University Press Greg is currently working on where he leads the development of establishing a strong purpose and Cambridge’s global marketing strategy vision within Nestle’s UK&I marketing. and shapes the transformation Prior to this, he worked in the global of the world’s oldest publisher communications team at Diageo and into a 21st century digital content has also held a number of leadership brand. Rupert has over 20 years of positions within communications at interdisciplinary global experience in Direct Line Group. Over his career in the general management, sales, media UK and Canada he has worked across rights, digital, production, branding and multiple sectors with some iconic and marketing. Prior to joining Cambridge, diverse brands – from Churchill the Dog he held senior positions at Arsenal and Guinness to nations like Oman, Sri Football Club, Fifa and 1Goal. Lanka and Grenada. 5 THE JUDGES Gregg Finlay Alex Glancy Sarah Hedges Creative director and associate partner Creative director, Equity partner and new business Prophet Stereo director Hoxby Gregg is creative director and associate Alex Glancy is the creative director at partner at Prophet London, co-leading Stereo, a full-service creative agency Sarah is partner and new business the design and experience practice for whose clients include Nike, BBC, H&M, director at Hoxby, an award-winning Europe. Prophet has won Transform Worldpay and Virgin Atlantic. Prior to agency of over 1,000 freelancers Awards for work with Formula E, Addiko, this, Alex was the head of creative at collaborating through cloud technology Fora and Hikma in recent years. Gregg Virgin Holidays for 5 years, where he across 30 different countries. For the has over 18 years of experience leading was responsible for design, branding past year, she has been working with interdisciplinary teams to rethink some and creative. Since joining Virgin the game tech marketing team at of the worlds’ biggest (and smallest) Holidays in 2015, he’s led a complete Amazon Web Services and developing brands. With expertise in financial overhaul of its brand, values and visual a marketing automation solution.
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