Winners announced at 2020 Transform Awards MEA

Now in its seventh year, the Transform Awards Middle East and Africa continue celebrating the transformative power of branding and rebranding across the region.

This year has been a particularly successful year in benchmarking the development of the brand industry in the MEA region, as seen with the 63% increase in the number of companies entering from last year. Though competitive, the judges felt the winners showcased excellence in the field of brand strategy.

The ‘Best overall visual identity’ prize was awarded to ila by Bank ABC and Superunion for their bold and disruptive work on ‘ila’, a mobile-only banking brand built around the idea of journey. The branding project really focused on appealing to its target audience, the younger generation that makes up 60% of Arab regions. With four gold awards, Dubai Airports took home the ‘Grand prix’ for its work with Landor, which exemplifies the ways in which a powerful brand strategy can transform the face of the airport, rendering it an immersive experience.

This is the seventh year the Transform Awards has benchmarked the transformative power of brand strategy and design across Middle East and Africa. "The Transform Awards has grown every year. But this year we saw phenomenal growth. This was – without any doubt – the toughest year to make the shortlist,” says Andrew Thomas, publisher of Transform magazine and founder of the Transform Awards MEA.

“The work we celebrate was sent in before Covid-19, which changed everything. We face a major recalibration of the way we relate to the brands, the businesses, the organisations that touch our lives. Those talents that drive the transformative power of brand strategy and design have never been more important.”

Landor swept up several awards for its work with place branding across the board, from Riyadh Sports Boulevard to King Salman Park to the Saudi Space Commission. Eye-catching and vibrant FRSHst (pronounced Fresh Street or Freshest) by Fresh Del Monte Produce and Brand Lounge also made a name for itself, taking home a handful of different awards, from Gold in the ‘Best development of a new brand within an existing brand portfolio’ and ‘Best visual identity from the food and beverage sector’ category, to a Silver in ‘Best use of typography’ and bronze in ‘Best use of a visual property.’

Winners were announced last night at the V Hotel in Al Habtoor City, Dubai. The full list of winners can be found below.

The 2021 Transform Europe Awards and Young Contenders Awards are currently open for entries.

CONTENT

Best use of a visual property
Gold - Oman Future Skills and OHI Leo Burnett
Silver - Asian Street Kitchen and JansenHarris
Bronze - FRSHST by fresh del monte foods and Brand Lounge
Bronze - Vela Flora and Landor&Fitch
Highly Commended - Saudi Space Commission and Landor&Fitch

Best brand architecture solution
Gold – Riyadh Sports Boulevard and Landor&Fitch
Silver – King Salman Park and Landor&Fitch
Bronze – Alshaya Group and Siegel+Gale

Best use of copy style or tone of voice
Gold - Asian Street Kitchen and JansenHarris
Silver - Wid Insurance and Landor&Fitch
Bronze - Ince Gordon Dadds and Skyne
Highly commended - Zeedni and Unisono

Best brand experience
Gold - DXB (Dubai Airports) and Landor&Fitch
Silver - Heineken and JansenHarris
Bronze - Sohar International and Siegel+Gale

Best use of packaging
Gold – Zeedni and Unisono
Silver – Curli.Q and Tagbrands
Bronze – Jack Daniels No. 27 Gold and JansenHarris
Bronze – Jack Daniels Tennessee Honey and JansenHarris
Highly commended – Al Bashayer Meat Co. and OHI Leo Burnett
Highly commended – Mazoon Dairy and Siegel+Gale

Best use of audio brand
Gold – Saudi Space Commission and Landor&Fitch
Silver – Roads & Transport Authority, Dubai and MassiveMusic
Bronze – stc and Interbrand with CORD Worldwide

Best use of typography
Gold - Middle East Youth Expo and TMH
Silver - Asian Street Kitchen and JansenHarris
Silver - FRSHST by fresh del monte foods and Brand Lounge
Bronze - Saeed and Landor&Fitch
Bronze - Saudi Real Estate Company – AL AKARIA and Brand Lounge
Highly commended – ila by Bank ABC and Superunion
Highly commended - Ince Gordon Dadds and Skyne

Best place or nation brand
Gold - Riyadh Sports Boulevard and Landor&Fitch
Silver - Visit Saudi and Turquoise
Bronze - Island of Legends and Landor&Fitch
Bronze - King Salman Park and Landor&Fitch
Highly commended - Shurooq / Mleiha and Skyne

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

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

Best implementation of a brand development project
Gold - Taaleem and Tonic International
Silver - UAE Pro League and Start Brand
Bronze - Authority of Social Contribution - Ma'an and All About Brands
Highly commended - Al Bashayer Meat Co. and OHI Leo Burnett

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

STRATEGY

Best creative strategy
Gold - Riyadh Sports Boulevard and Landor&Fitch
Silver - du and Start Brand
Silver - Wid Insurance and Landor&Fitch
Bronze - Saudi Ministry of Culture and Turquoise
Bronze - Taaleem and Tonic International
Highly commended - MKU and Brand Lounge
Highly commended - TGT Diagnostics with Emberson, Handsome Brands and Spinnaker

Best brand evolution
Gold - DXB (Dubai Airports) and Landor&Fitch
Silver - Saudi Space Commission and Landor&Fitch
Bronze – Creative Zone and TMH
Bronze - Rasasi and 6W Agency
Highly commended - du and Start Brand
Highly commended - London dairy café and Landor&Fitch

Best strategic or creative development of a new brand
Gold - Riyadh Sports Boulevard and Landor&Fitch
Silver - King Salman Park and Landor&Fitch
Silver - Oman Future Skills and OHI Leo Burnett
Bronze - Port of Duqm and OHI Leo Burnett
Highly commended - (ADEK) Department of Education and Knowledge and (AdinB) Gulf Advertising in Business
Highly commended - UAE Pro League and Start Brand

Best development of a new brand within an existing brand portfolio
Gold - FRSHST by fresh del monte foods and Brand Lounge
Silver - Autohub and Omnia
Bronze - Al Ahlia Insurance and OHI Leo Burnett
Highly commended - Bank Muscat and OHI Leo Burnett
Highly commended - Saeed and Landor&Fitch

Best naming strategy
Gold - Wid Insurance and Landor&Fitch
Silver - Alethia and Balcony8
Bronze - FRSHST by fresh del monte foods and Brand Lounge
Highly commended - IMRAK and Brand Lounge
Highly commended - TGT Diagnostics with Emberson, Handsome Brands and Spinnaker

TYPE
Best corporate rebrand following a merger or acquisition
Gold - Sanad and James Brand Strategy & Design Consultancy
Silver - Ince Gordon Dadds and Skyne

Best brand development project to reflect changed mission, values or positioning
Gold - DXB (Dubai Airports) and Landor&Fitch
Silver - MBC Shahid and Landor&Fitch
Silver - stc and Interbrand
Bronze - London dairy café and Landor&Fitch
Bronze - MKU and Brand Lounge
Highly commended - IMRAK and Brand Lounge

Best rebrand of a digital property
Gold – MBC Shahid and Landor&Fitch
Silver – stc and Interbrand and FROG
Bronze – The CELS Group and Balcony8

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

Best visual identity from the education sector
Gold – Middle East Youth Expo and TMH
Silver – (ADEK) Department of Education & Knowledge and Gulf Advertising in Business
Bronze – Ithra and Prophet
Bronze – Taaleem and Tonic International
Highly commended – Bright Kids Nursery and Balcony8

Best visual identity from the energy and utilities sector
Gold - TGT Diagnostics and Handsome Brands
Silver – Abu Dhabi National Oil Company (ADNOC) with All About Brands, Boomtown Productions and NOMAD Productions

Best visual identity from the engineering and manufacturing sector
Gold – MKU and Brand Lounge
Silver – TGT Diagnostics and Handsome Brands
Bronze – Sanad and James Brand Strategy & Design Consultancy.

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

Best visual identity from the financial services sector
Gold – ila by Bank ABC and Superunion
Silver - Deem and James Brand Strategy & Design Consultancy.
Bronze - IMRAK and Brand Lounge
Highly commended – Meethaq Islamic Banking and OHI Leo Burnett
Highly commended - Peninsula Real Estate and TMH

Best visual identity from the food and beverage sector
Gold - FRSHST by fresh del monte foods and Brand Lounge
Silver - Mama Zonia and Balcony8
Bronze - Asian Street Kitchen and JansenHarris
Highly commended - London dairy café and Landor&Fitch
Highly commended - Zeedni and Unisono

Best visual identity from the industrial and basic materials sector
Gold - Alhoty and Unisono
Silver – The Saudi Industrial Development Fund (SIDF) and Industry Partners Limited

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

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

Best visual identity from the public sector
Gold - Saudi Space Commission and Landor&Fitch
Silver - Riyadh Sports Boulevard and Landor&Fitch
Bronze - Riyadh Art and Omnia
Bronze - Saeed and Landor&Fitch
Bronze - Saudi Ministry of Culture and Turquoise
Highly commended - Mala’a and Unisono

Best visual identity from the retail sector
Gold - Âme Artistic Studio and Fludium
Silver - Rasasi and 6W Agency

Best visual identity from the sports, travel, leisure and tourism sector
Gold - DXB (Dubai Airports) and Landor&Fitch
Gold - Visit Saudi and Turquoise
Silver - Vela Flora and Landor&Fitch
Bronze - Shurooq / Mleiha and Skyne
Bronze - UAE Pro League and Start Brand

Best visual identity from the technology, media and telecommunications sector
Gold - MBC Shahid and Landor&Fitch
Silver - Ertiqa and Unisono
Bronze - Gulf Today and Omnia
Highly commended - Alroeya and Omnia

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

Best overall visual identity
Winner – ila by Bank ABC and Superunion

Grand prix
Winner – DXB (Dubai Airports) and Landor&Fitch