Remarkable rebrands recognised at Transform Awards North America
It was another standout year for rebranding and brand development in North America. Amid a changing industry, the ever-increasing needs of clients and an increasing amount of brand touchpoints and communications methods, the winners of the Transform Awards North America set the benchmark for brand development.
The evening’s overall winners, Pearson and Together Design, and Tupperware and Futurebrand, represent the breadth of work recognised by the awards. Pearson’s rebrand sought to unite a company that had grown by acquisition and lacked a strong sense of self. For Tupperware, the new brand was intended to revive the internal audience’s commitment to the company and modernise a beloved heritage brand.
Other winners span the continent from Montreal to San Francisco and local favourites like Lucky Supermarkets in California and the Mountain Equipment Co-op in Canada took home trophies. In the new ‘Best use of audio branding’ category, Sixieme Son proved its mettle with a comprehensive audio brand designed for Huggies. New companies were recognised as well, particularly in the consolidating healthcare and pharmaceuticals sector.
One of the evening’s strongest contenders was Givergy, an online silent auction platform that got a new name courtesy of Living Group. The new brand combines, giving, events and energy with aplomb and took home three golds as a result. Scholle IPN, the brand behind last year’s Grand Prix winner Alchemix, got a nod in the ‘Best rebrand from the industrial and basic materials sector’ for its corporate rebrand.
Many others shared the spotlight this Wednesday evening in New York City. The event was hosted by the creator of the Moth, George Dawes Green, who kept the storytellers of North America’s brand world rapt with his stories from across the U.S. Though the winners have been announced, the Transform programme in North America is far from finished. The annual Transform Conference North America is slated for February with a host of speakers from different sectors and brands big and small. Check back here for more details.
The full list of winners is below:
CONTENT
Best use of a visual property
Gold - Pearson and Together Design
Silver - LREI and Thackway McCord
Bronze - Brar’s and Jump Branding & Design Inc
Highly commended - Procter & Gamble, Bounty and Interbrand
Best use of copy style/tone of voice
Gold - Tupperware and FutureBrand
Silver - Wild Turkey, Gruppo Campari and The Gild
Highly commended - Perry World House at the University of Pennsylvania and MerchantCantos
Best use of packaging
Gold - Keurig Green Mountain and Interbrand
Silver - Capo Capo and Concrete
Bronze - Blue Apron and Siegel+Gale
Bronze - Universal Audio and CBA North America
Best brand experience
Silver - The Limited and FITCH
Highly commended - Häagen-Dazs and CBA North America
Best wayfinding or signage
Gold - Whitney Museum of American Art and Entro Communications
Silver - Perry World House at the University of Pennsylvania and MerchantCantos
Bronze - Lucky California and Shook Kelley
Best use of audio brand
Gold – Huggies, Sixième Son and Ogilvy
Best use of typography
Silver - Eastwick and McMillan
PROCESS
Best internal communication during a brand development project
Gold - Tupperware and Future Brand
Silver - Pearson and Together Design
Best implementation of a brand development project
Gold - LREI and Thackway McCord
Best implementation of a brand development project across multiple markets
Gold - SeaLand
STRATEGY
Best naming strategy
Gold - Givergy and Living Group
Bronze - Vizient and FutureBrand
Best creative strategy
Gold - Tupperware and FutureBrand
Silver - nThrive, Inc. and Aloft Group, Inc.
Bronze - Principal and Lippincott
Bronze - WE Communications and Salt Branding
Highly commended - Orrick and Living Group
Best brand evolution
Gold - Pearson and Together Design
Silver - Breaking Ground and Siegelvision
Silver - Tupperware and FutureBrand
Bronze - The Trustees and Minelli, Inc.
Bronze - Wild Turkey, Gruppo Campari and The Gild
Highly commended - Signia
Highly commended - The Limited and FITCH
Best strategic/creative development of a new brand
Gold - JackRabbit and Lippincott
Gold - Purina Beyond and CBA North America
Silver - Basil Box and Jump Branding & Design Inc
Silver - Oros Apparel and Interbrand
Bronze - Ori and fuseproject
Highly commended - 500 Capp Street Foundation and fuseproject
TYPE
Best corporate rebrand following a merger or an acquisition
Gold - nThrive, Inc. and Aloft Group, Inc.
Silver - Vizient and FutureBrand
Bronze - Scholle IPN
Highly commended - Hewlett Packard Enterprise and Siegel+Gale
Best brand development project to reflect changed mission/values/positioning
Gold - Givergy and Living Group
Silver - Viant and fuseproject
Bronze - Ashurst and Living Group
Highly commended - Brar’s and Jump Branding & Design Inc
Highly commended - Orrick and Living Group
Best brand consolidation
Gold - Ashurst and Living Group
Best rebrand of a digital property
Silver - Orrick and Living Group
SECTOR
Best visual identity from sector
Charity/NGO/not for profit
Gold - Heritage of Pride and FutureBrand
Silver - Run for America and The Partners (New York)
Bronze - Avenues for Justice and Brand Union
Highly commended - The Center for Discovery and Brand Union
Education
Gold - Pearson and Together Design
Silver – LREI and Thackway McCord
Bronze - Perry World House at the University of Pennsylvania and MerchantCantos
Financial services
Gold - CFM and Living Group
Bronze - Principal and Lippincott
Healthcare and pharmaceutical
Gold - nThrive, Inc. and Aloft Group, Inc.
Silver - Vizient and FutureBrand
Professional services
Gold - WE Communications and Salt Branding
Silver - Orrick and Living Group
Bronze - Ashurst and Living Group
Retail
Gold - JackRabbit and Lippincott
Silver - Ashley Furniture HomeStore and Interbrand
Bronze - Bite Beauty Amuse Bouche and Concrete
Bronze - Capo Capo and Concrete
Highly commended - Mountain equipment Co-op and Concrete
Travel and leisure
Gold - Taos Ski Valley and Origin Design & Communications Ltd
Industrial/basic materials
Gold - Scholle IPN
Technology, media and telecommunications
Gold - Givergy and Living Group
Bronze - Hewlett Packard Enterprise and Siegel+Gale
Best overall visual identity
Winner – Pearson and Together Design
Grand Prix
Winner – Tupperware and FutureBrand
