Shortlist announced for 2025 Transform Awards MEA
Transform magazine is proud to announce the shortlist for the 2025 Transform Awards Middle East and Africa. Now in its 12th year, the awards programme remains the only place that celebrates the transformative power of brand strategy, creativity and design throughout the Middle East and Africa.
Last year’s awards night at the lavish Mandarin Oriental Jumeirah Beach in Dubai was certainly one to remember. Dubai-based super app Careem stole the show, scooping up four Golds, one Silver and the highly sought-after ‘Grand Prix’ trophy, while the Saudi Arabian Football Federation and Gene Branding secured the ‘Best Overall Visual Identity’. This year’s cohort who have made the shortlist for the 2025 edition certainly have a lot to live up to.
As always, all projects were assessed by our esteemed panel of judges. Hailing from a wide background of prestigious organisations, including Canva, Dubai Media City and Virgin Mobile UAE, the judges carefully scoured each and every project.
Some of this year’s most hotly contested categories include ‘Best Brand Experience’, ‘Best Strategic or Creative Development of a New Brand’ and ‘Best Naming Strategy’. Eyes will also be focussed on the special recognition categories which will determine the 2025 ‘Brand Strategist of the Year’, ‘Creative Director of the Year’ and ‘Young Contender of the Year.’
All those shortlisted in the Transform Awards MEA will take home either a Gold, Silver, Bronze or Highly Commended trophy. The winners will be announced at a very special awards ceremony on 8 May 2025, held at the Mandarin Oriental Jumeirah Beach, Dubai.
The full shortlist is as follows:
CONTENT
Best Use of a Visual Property
Abu Dhabi Comedy Week and KNOW Creative
EIRA Water and Brand Lounge
Nadura and JansenHarris
Platte Island – Waldorf Astoria Seychelles and Balcony8
Best Brand Architecture Solution
EMSTEEL and Bellwether
Qiddiya and Brash Agency
Ministry of Municipal Rural Affairs & Housing KSA and Skyne
Yas Holding and All About Brands
Best Use of Copy Style or Tone of Voice
7X and Brand Lounge
Etihad Credit Bureau and Accenture Song
SITE and BOND
Best Brand Experience
Etihad Credit Bureau and Accenture Song
Kafu and Bellwether
Manchester City Football Club and All About Brands
MKU and Brand Lounge
Riyadh Season Cup and Interstate Creative Partners
Best Use of Packaging
Bustanica and KNOW Creative
EIRA Water and Brand Lounge
EMX and Brand Lounge
Hydrate Me and Gulf Advertising in Business FZLLC (ADinB)
Best Wayfinding or Signage
7X and Brand Lounge
Riyadh Airports Company (RAC)
Best Use of Typography
Abu Dhabi Comedy Week and KNOW Creative
Al-Qadisiyah and Gene Branding
Bustanica and KNOW Creative
SITE and BOND
Best Place Brand
Al-Madinah Region Development Authority and D-tales Creative Boutique
Hawar Resort by Mantis and JansenHarris
New Murabba and Brash Agency
Saudi Tourism Authority and TQ Branding
Best Expression of a Brand on Social Media Channels
Aljada Skatepark and Arada
Prince Mohammed Bin Salman Royal Reserve and TQ Branding
UAE School Games and Gulf Advertising in Business FZLLC (ADinB)
PROCESS
Best Internal Communications During a Brand Development Project
EMSTEEL and Bellwether
Ethara and Acorn Strategy
OQBi and Skyne
U by Emaar and Karak
Best Implementation of a Brand Development Project
Department of Community Development (DCD) – Numou and Gulf Advertising in Business FZLLC (ADinB)
Etihad Credit Bureau and Accenture Song
VIM EV and Recollect Studios
Best Localization of an International Brand
Georgetown University and Skyne
PepsiCo – Chipsy
STRATEGY
Best Creative Strategy (Business)
Al-Qadisiyah and Gene Branding
Central Testing Lab (CTL) and Viola Communications
Saudi Halal Center and Gene Branding
SITE and BOND
Best Creative Strategy (Consumer)
Bustanica and KNOW Creative
Hawar Resort by Mantis and JansenHarris
High Mark Distillery and Rogue
Kafu and Bellwether
Mokha 1450 and Rogue
Best Creative Strategy (Corporate)
7X and Brand Lounge
EMSTEEL and Bellwether
Havelock One and Rogue
Best Brand Evolution (Business)
Central Testing Lab (CTL) and Viola Communications
Etihad Credit Bureau and Accenture Song
Gathern and Gene Branding
SITE and BOND
United Insurance Company and Limefish Design
Best Brand Evolution (Consumer)
Al Shifa Honey and Skyne
Bustanica and KNOW Creative
High Mark Distillery and Rogue
Mokha 1450 and Rogue
U by Emaar and Karak
Best Brand Evolution (Corporate)
7X and Brand Lounge
General Organization of Social Insurance and TQ Branding
Hadef & Partners and Siegel+Gale
TransMedia Dynamics and OMNI Creative Agency
Best Strategic or Creative Development of a New Brand
EMX and Brand Lounge
Kafu and Bellwether
MURU – Waldorf Astoria Doha and Balcony8
Platte Island – Waldorf Astoria Seychelles and Balcony8
XRG and All About Brands
Best Development of a New Brand within an Existing Brand Portfolio
EMX and Brand Lounge
Human Resources and Social Development and Zan Agency
Kafu and Bellwether
Saudi Tourism Authority (Saudi Red Sea) and TQ Branding
Standard Housing Development Authority and Skyne
Best Naming Strategy
7X and Brand Lounge
Department of Community Development (DCD) and Gulf Advertising in Business FZLLC (ADinB)
Kafu and Bellwether
ROSHN Group – Warefa and VML
XRG and All About Brands
TYPE
Best Corporate Rebrand Following a Merger or Acquisition
CWB and Gulf Capital with Kinetic
EMSTEEL and Bellwether
Best Brand Development Project to Reflect a Change of Mission, Values or Positioning (Business)
Central Testing Lab (CTL) and Viola Communications
Etihad Credit Bureau and Accenture Song
SITE and BOND
Yas Holding and All About Brands
Best Brand Development Project to Reflect a Change of Mission, Values or Positioning (Consumer)
Camelicious and Skyne
Saudi Tourism Authority and TQ Branding
Best Brand Development Project to Reflect a Change of Mission, Values or Positioning (Corporate)
7X and Brand Lounge
EMSTEEL and Bellwether
Modon and All About Brands
Reso and Industry Partners Limited
Best Brand Consolidation
EMSTEEL and Bellwether
Reza and Brash Agency
Best Digital Transformation
7X and Brand Lounge
EIRA Water and Brand Lounge
Etihad Credit Bureau and Accenture Song
General Organization of Social Insurance and TQ Branding
Reso and Industry Partners Limited
AUDIO
Best Audio Brand
BSF and MassiveMusic
Dubai Racing Club and WithFeeling
ROSHN Group
Talabat and why do birds and DE FALCON
Your Bazaar and WithFeeling
Best Sonic Brand Activation
Festival City DCFM and Ahmad Haffar
Platte Island – Waldorf Astoria Seychelles and Balcony8
Sound Affects and Sixième Son
Talabat and why do birds and DE FALCON
Best Sonic Brand Evolution
AROYA Cruises and MassiveMusic
Saudia and amp GmbH
SECTOR
Best Visual Identity by a Charity, NGO or NFP
Art of Heritage and Zan Agency
Saudi Halal Centre and Gene Branding
Best Visual Identity from the Education Sector
OIE and OHI Leo Burnett
Numu and Yellow
Best Visual Identity from the Energy and Utilities Sector
OQEP and OHI Leo Burnett
XRG and All About Brands
Best Visual Identity from the Farming and Agricultural Sector
Central Testing Lab (CTL) and Viola Communications
Meliha Dairy and Skyne
Silal and All About Brands – Innovation Oasis
Best Visual Identity from the Financial Services Sector
Abu Dhabi Investment Council and All About Brands
BFI Bank and Agencia Identidadi
Etihad Credit Bureau and Accenture Song
Kafu and Bellwether
Best Visual Identity from the FMCG Sector
Al Shifa Honey and Skyne
Bustanica and KNOW Creative
EIRA Water and Brand Lounge
Nadura and JansenHarris
Best Visual Identity from the Food and Beverage Sector
EIRA Water and Brand Lounge
Menu Mechanics and Kook
Mokha 1450 and Rogue
MURU – Waldorf Astoria Doha and Balcony8
Souk Nook and JansenHarris
Best Visual Identity from the Healthcare and Pharmaceutical Sector
Ovasave and Yellow
Reza and Brash Agency
The Department of Health Abu Dhabi with Abu Dhabi Health Data Services and M&C Saatchi Consulting
Best Visual Identity from the Industrial, Extractives and Basic Materials Sector
EMSTEEL and Bellwether
MS Metals and Skyne
OQBi and Skyne
Best Visual Identity from the Lifestyle and Wellbeing Sector
Abu Dhabi Comedy Week and KNOW Creative
Anat and Mr.Studio Co.
Department of Community Development (DCD) – Nabdh and Gulf Advertising in Business FZLLC (ADinB)
Tulah and Brash Agency
Best Visual Identity from the Professional Services Sector
Central Testing Lab (CTL) and Viola Communications
Female Talent Agency (FTA) and Airborne Studio
Growdash and Acorn Strategy
Reso and Industry Partners Limited
Best Visual Identity from the Property, Construction and Facilities Management Sector
Arisha Terraces and Skyne
Douglas OHI and OHI Leo Burnett
New Murabba and Brash Agency
Best Visual Identity from the Public Sector
7X and Brand Lounge
Central Testing Lab (CTL) and Viola Communications
General Organization of Social Insurance and TQ Branding
Saudi Manuscripts Exhibition and Shaddah Design Studio
The Culture House and Zan Agency
Best Visual Identity from the Retail Sector
Boshies and Kook
The Galleria Mall and Balcony8
Voieur and Brand Lounge
Best Visual Identity from the Sports and Leisure Sector
Al-Qadisiyah and Gene Branding
Aljada Skatepark and Arada
UAE School Games and Gulf Advertising in Business FZLLC (ADinB)
Best Visual Identity from the Technology, Media and Telecommunications Sector
Avance Metering and OMNI Creative Agency
Etihad Credit Bureau and Accenture Song
SITE and BOND
Best Visual Identity from the Transport and Logistics Sector
7X and Brand Lounge
EMX and Brand Lounge
Folk Maritime and TQ Branding
Martistel and Shuka
Riyadh Air and PriestmanGoode
Best Visual Identity from the Travel and Tourism Sector
AUH and JansenHarris
Gathern and Gene Branding
Hawar Resort by Mantis and JansenHarris
Saudi Tourism Authority and TQ Branding
SPECIAL RECOGNITION
The winner will be announced at the awards ceremony on 8 May, 2025.
GRAND ACCOLADE
Best Overall Visual Identity
This award is for the best overall identity developed and used by a brand, including all visual aspects of a rebrand from logo to the typeface. You cannot enter this directly, all visual identity entries across different sectors will be automatically put forward for this award.
Grand Prix
This award is for overall excellence in rebranding. You cannot enter this directly, all entries will be automatically put forward for this award.
There is no shortlist for the Best Overall Visual Identity and Grand Prix. Everyone shortlisted is eligible and the winner will be announced at the awards ceremony on 8 May, 2025.
