Shortlist announced for 2020 Transform Awards Middle East and Africa

At the judging sessions for this year’s Transform Awards Middle East and Africa, the judges had to determine who set the benchmark for excellence in rebranding and brand development. The difficult task saw the panel of expert judges examine each entry based on specific criteria related to brand transformation. The resulting shortlist represents the best in class in the Middle East and Africa.

The 2020 Transform Awards Middle East and Africa will celebrate this year’s winners on 20 April at the V Hotel in Dubai.

The shortlist includes a number of public sector projects such as the Saudi Space Commission, the Department of Business and Knowledge, the Saudi Ministry of Culture and Riyadh Sports Boulevard. The competition was fierce in categories such as ‘Best use of typography’ in which brands from across the Middle East introduced Arabic and English scripts to ensure multilingual communication, and ‘Best creative strategy,’ a category in which seven entrants are battling for gold.

Brands in the education sector also impressed judges this year, with five shortlisted in the ‘Best visual identity from the education sector’ category, while the perennially popular financial services, food and beverage and travel, leisure and tourism categories saw five projects shortlisted as well.

Winners will be announced and celebrated at the gala ceremony and dinner on 20 April. Tables can be booked here. For more information, email Jessica Dunmall.

The shortlist is as follows:

CONTENT

Best use of a visual property
Asian Street Kitchen and JansenHarris
FRSHst by Fresh Del Monte Produce and Brand Lounge
Oman Future Skills and OHI Leo Burnett
Saudi Space Commission and Landor
Vela Flora and Fitch

Best brand architecture solution
Alshaya Group and Siegel+Gale
King Salman Park and Landor
Riyadh Sports Boulevard and Landor

Best use of copy style or tone of voice
Asian Street Kitchen and JansenHarris
Ince Gordon Dadds and Skyne
Zeedni and Unisono
Wid Insurance and Landor

Best brand experience
DXB (Dubai Airports) and Landor
Malaffi and TMH
Heineken and JansenHarris
Sohar International and Siegel+Gale

Best use of packaging
Al Bashayer and OHI Leo Burnett
Curli.Q and Tagbrands
Jack Daniel’s No.27 Gold and JansenHarris
Jack Daniel's Tennessee Honey and JansenHarris
Zeedni and Unisono

Best use of audio brand
Roads & Transport Authority, Dubai and MassiveMusic
Saudi Space Commission and Landor
stc and Interbrand and Cord Worldwide

Best use of typography
Al Akaria and Brand Lounge
Asian Street Kitchen and JansenHarris
Bank ABC and Superunion
FRSHst by Fresh Del Monte Produce and Brand Lounge
Ince Gordon Dadds and Skyne
Middle East Youth Expo and TMH
Saeed and Fitch

Best place or nation brand
Islands of Legends and Fitch
King Salman Park and Landor
Mleiha and Skyne
Riyadh Sports Boulevard and Landor
Visit Saudi and Turquoise Branding

PROCESS

Best external stakeholder relations during a brand development project
Bank ABC and Bladonmore
Gulf Today and Omnia

Best internal communication during a brand development project
Abu Dhabi Accountability Authority and Jpd
Marriott Bonvoy and JansenHarris
Port of Duqm and OHI Leo Burnett

Best implementation of a brand development project
Al Bashayer and OHI Leo Burnett
Authority of Social Contribution – Ma'an and All About Brands
Taaleem and Tonic International
UAE Pro League

Best localisation of an international brand
Four Points by Sheraton and JansenHarris

STRATEGY

Best creative strategy
du and Start Design
MKU and Brand Lounge
Riyadh Sports Boulevard and Landor
Saudi Ministry of Culture and Turquoise Branding
Taaleem and Tonic International
TGT Diagnostics
Wid Insurance and Landor

Best brand evolution
CreativeZone FZ LLC and TMH
du and Start Design
DXB (Dubai Airports) and Landor
London dairy café and Fitch
Rasasi and 6W Agency
Saudi Space Commission and Landor

Best strategic or creative development of a new brand
(Adek) Department of Education and Knowledge and (AdinB) Gulf Advertising in Business
King Salman Park and Landor
Oman Future Skills and OHI Leo Burnett
Port of Duqm and OHI Leo Burnett
Riyadh Sports Boulevard and Landor
UAE Pro League

Best development of a new brand within an existing brand portfolio
Al Ahlia Insurance and OHI Leo Burnett
Autohub and Omnia
Bank Muscat and OHI Leo Burnett
FRSHst by Fresh Del Monte Produce and Brand Lounge
Saeed and Fitch

Best naming strategy
Alethia and Balcony 8
FRSHst by Fresh Del Monte Produce and Brand Lounge
Imrak and Brand Lounge
TGT Diagnostics
Wid Insurance and Landor

TYPE

Best corporate rebrand following a merger or acquisition
Ince Gordon Dadds and Skyne
Sanad and James Branding

Best brand development project to reflect changed mission, values or positioning
DXB (Dubai Airports) and Landor
Imrak and Brand Lounge
London dairy café and Fitch
MBC Shahid and Landor
MKU and Brand Lounge
stc and Interbrand

Best rebrand of a digital property
Cels Group and Balcony 8
MBC Shahid and Landor
stc and Interbrand and Frog

SECTOR

Best visual identity by a charity, NGO or not-for-profit
Charter of Gold and Interstate Creative Partners
Ertiqa and Unisono
Misk Innovation and Turquoise Branding

Best visual identity from the education sector
(Adek) Department of Education and Knowledge and (AdinB) Gulf Advertising in Business
Bright Kids Nursery and Balcony 8
Middle East Youth Expo and TMH
Saudi Aramco/King Abdulaziz Center and Prophet
Taaleem and Tonic International

Best visual identity from the energy and utilities sector
Adnoc
TGT Diagnostics

Best visual identity from the engineering and manufacturing sector
MKU and Brand Lounge
Sanad and James Branding
TGT Diagnostics

Best visual identity from the farming and agriculture sector
Madar Farms and Fred
Mazoon Dairy and Siegel+Gale

Best visual identity from the financial services sector
Bank ABC and Superunion
Deem and James Branding
Hafawa Privilege Banking and OHI Leo Burnett
Imrak and Brand Lounge
Peninsula Real Estate and TMH

Best visual identity from the food and beverage sector
Asian Street Kitchen and JansenHarris
FRSHst by Fresh Del Monte Produce and Brand Lounge
London dairy café and Fitch
Mama Zonia and Balcony 8
Zeedni and Unisono

Best visual identity from the industrial and basic materials sector
Alhoty Bahrain and Unisono
Saudi Industrial Development Fund and Industry Partners Limited

Best visual identity from the professional services sector
Ince Gordon Dadds and Skyne
Studio Biru and HOICK 

Best visual identity from the property, construction and facilities management sector
Barayih Salem and BPG Kuwait
Khidmah and Landor
The Courtyard and Interstate Creative Partners

Best visual identity from the public sector
Mala'a and Unisono
Riyadh Art and Omnia 
Riyadh Sports Boulevard and Landor
Saeed and Fitch
Saudi Ministry of Culture and Turquoise Branding
Saudi Space Commission and Landor

Best visual identity from the retail sector
Ame Artistic Studio and Fludium
Rasasi and 6W Agency

Best visual identity from the sports, travel, leisure and tourism sector
DXB (Dubai Airports) and Landor
Mleiha and Skyne
Vela Flora and Fitch
Visit Saudi and Turquoise Branding
UAE Pro League

Best visual identity from the technology, media and telecommunications sector
Al Roeya and Omnia
Ertiqa and Unisono
Gulf Today and Omnia
MBC Shahid and Landor

Best visual identity from the transport and logistics sector
Aurum Leasing Limited and Fludium
Port of Duqm and OHI Leo Burnett