2019 Transform Awards North America: Best creative strategy
Here are the stories of the winners from the 2019 Transform Awards North America. To read more, click the link at the bottom of the page
Gold: Urban Justice Center and Superunion
Until the US political landscape shifted in 2016, the brand of the not-for-profit lawyer collective Urban Justice Center had always been something of an afterthought. President Trump’s immigration policies pushed them to create a more accessible, engaging, and inspiring brand to drive recognition and fundraising. The visual identity, inspired by the in-your-face attitude of protest placards and the philosophy of justice for all, is supported by expressive typography. Superunion used two free typefaces, Impact and Radley, to create the brand’s typography system. It also created a graphics library that leveraged opensource stock photography, inspired by the black and white of right and wrong and the grit of the people fighting for justice every day. “My absolute favourite,” gushed one of the judges. “I love the brick murals and the images conveyed.” Another added: “The upward momentum of the rising ‘justice’ wordmark is inspirational, and the selected photography evokes empathy. Well done.”
Silver: Storyful and Thackway McCord
Despite a client base that included some of the biggest news and media organisations, Storyful’s brand had become synonymous with frivolity – its bright orange logo and cheery graphics were decidedly lightweight. Thackway McCord’s challenge was to create a shift to a more serious look and feel, working on the name, positioning and visual identity.
Bronze: Harneys and Living Group
Living Group’s mission was to transform law firm Harneys’ online brand into a more energetic, personable and human digital experience. It developed an identity system that pivoted around the work of London based illustrator Matt Blease. Five key illustrations were animated for primary banners on the website with a top-level brand message. Bronze - KLA and Salt Branding Salt Branding’s strategy and creative work repositioned semiconductor specialists KLA for a younger generation of engineers and scientists. In place of a functional story built on technological experience, Salt positioned KLA around the idea of optimism. The work included everything from posters to videos to experiences.
