Transform Awards Asia-Pacific 2017 winners announced
Far beyond creativity, the entrants of this year’s Transform Awards Asia-Pacific understand the complexities of branding. Yet as projects further diversify, each year the parameters of success are widened. This year’s work spans the entire spectrum of brand development, from visual components, to brand architecture and wayfinding. As the evening’s winners are announced, this year’s awards celebrate an exemplary class of branding work.
Held at the Harbour Grand in Kowloon, Hong Kong, and hosted by comedian, Vivek Mahbubani, the ceremony marks the fourth year since Transform began its recognition of brand development work across the Asia-Pacific region. The awards’ varied categorisation continues its breakdown of brand work into content, process, strategy, type and sector, ending with the evening’s special awards, ‘Best overall visual identity,’ and the coveted Grand Prix.
Judging this year’s entries, branding and communication professionals from the likes of Labbrand Asia, Hong Kong Red Cross and UberEATS assessed the breadth of work on offer across several touchpoints. Examples such as Délifrance’s gold award for ‘Best naming strategy’ as well as Frucor Suntory’s gold in ‘Best corporate rebrand following a merger or an acquisition’ showcase the importance of audience outreach, and how naming and localised identities remain a critical component of brand work.
Similarly, HSBC’s redesign of its global credit card brand offering illustrates the need for simplicity amid a cluster of familiar branding touchpoints. Its use of technology during its collaborative brand project led to the unification of its brand, taking home gold in ‘Best use of a visual property.’
Andrew Thomas, founder and publishing editor of Transform magazine, says, “There’s no doubt that this year’s Transform Awards Asia-Pacific was by far our most successful in the region. It was a pleasure to see so many unique and expressive brand projects take centre stage. Tonight’s winners not only prove that hard work pays off, but also that celebrating their efforts and engaging with contemporaries remains an important aspect of the industry.”
Yet the winners of the evening’s special awards proved that boldness, confidence and a trailblazing spirit are the keys to brand success. Winning the ‘Best overall visual identity,’ Autoplus’ complete renovation of its slow, tired and outdated Brakes Plus brand led to it being firmly brought up to speed with the pace of automotive brand work today. Equally, Homeward Bound’s target-driven strategy led to gender parity being a key aspect of its communications. Focusing on leadership, its efforts in not only campaigning for women, but also the environment, led to its clear victory as the evening’s Grand Prix winner.
For a further breakdown of each of the evening’s winners, follow the hashtag #TransformAPAC.
The Transform Awards Asia-Pacific 2017 winners are as follows:
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CONTENT
Best use of a visual property Gold – HSBC and Shift Partners Silver – Lovita and Creative Capital Silver – TimeVallée and MerchantCantos Bronze – CIC Asia Pacific and Sedgwick Richardson Highly commended – Konica Minolta and Frank, Bright & Abel
Best brand architecture solution Silver – GrandVision and Shift Partners
Best use of copy style/tone of voice Gold – GB Care and Creative Capital Silver – GB Home and Creative Capital Bronze – Konica Minolta and Frank, Bright & Abel
Best brand experience Gold – Saint James and Creative Capital Silver – Amnesty International and Brand Union Silver – Eu Yan Sang and FITCH Bronze – Mavis Vivaudou and Creative Capital Highly commended – Diamond Exchange and Traffic Highly commended – Lovita and Creative Capital
Best use of packaging Gold – Aunt Jean’s Dairy and O-I New Zealand and Voice Bronze – GB Care and Creative Capital Highly commended – Saint James and Creative Capital Highly commended – Uni president – Green Tea and Creative Capital
Best wayfinding or signage Gold – OJI Fibre Solutions and Voice Silver – GB Home and Creative Capital Bronze – Best and Creative Capital Highly commended – Innosparks (an ST Engineering Open Lab)* and Brand Union
Best use of audio branding Gold – Hyundai Motor Company and why do birds
Best use of typography Gold – Amnesty International and Brand Union Silver – Keppel Land and Sedgwick Richardson Bronze – Ooredoo and Brand Union Highly commended – Uni president – Green Tea and Creative Capital
Best place or nation brand Gold – Empire City and Sedgwick Richardson Silver – SPTO South Pacific Tourism Organisation and FutureBrand Bronze – Hong Kong Tourism Board
PROCESS Best internal communications during a brand development project Silver - Lifestyles Jissbon and Labbrand
Best implementation of a brand development project Gold – GrandVision and Shift Partners Gold – MetLife and Prophet Silver – Lovita and Creative Capital Bronze – Mavis Vivaudou and Creative Capital
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Best implementation of a brand development project across multiple markets Gold – HSBC and Shift Partners Silver – Healthy Breath and Voice Bronze – Mavis Vivaudou and Creative Capital
Best localisation of an international brand Gold – Amnesty International and Brand Union Silver – SPD Silicon Valley Bank and Labbrand Bronze – Saint James and Creative Capita
STRATEGY Best creative strategy Gold – Empire City and Sedgwick Richardson Silver – HSBC and Shift Partners Bronze – Mavis Vivaudou and Creative Capital Highly commended – MetLife and Prophet Highly commended – New Payments Platform and FutureBrand
Best brand evolution Gold – WTT and MerchantCantos Silver – Adapt Ventures and FutureBrand Bronze – Mavis Vivaudou and Creative Capital Bronze – Zooper Dooper and Elmwood Highly commended – Mamaway and Brand Commerce Consultancy, Isobar China Group Highly commended – Rumah Zakat and DM ID Group
Best strategic/creative development of a new brand Gold – Homeward Bound and Elmwood Silver – Fox Networks Group and Prophet Silver – TTX (Table Tennis X) and Brand Union Bronze – Healthy Breath and Voice Highly commended – Football Federation Australia and Hulsbosch Highly commended – TimeVallée and MerchantCantos
Best development of a new brand within an existing brand portfolio Gold – Konica Minolta and Frank, Bright & Abel Silver – Southern + Southern Cross Care WA and FutureBrand Bronze – The Thomas Group and Traffic Bronze – UniBank and Traffic
Best naming strategy Gold – Délifrance and Labbrand Silver – Parkway Pantai and Brand Finance Bronze – MCIS Insurance Berhad and Brand Finance
TYPE Best corporate rebrand following a merger or an acquisition Gold – Frucor Suntory and Voice Silver – Latitude Financial Services Australia and FutureBrand Bronze – WTT and MerchantCantos
Best brand development project to reflect changed mission/values/positioning Gold – MetLife and Prophet Silver – QINYUAN and Labbrand Bronze – ADEN and Labbrand
Best brand consolidation Gold – GrandVision and Shift Partners
Best rebrand of a digital property Gold – Youku and Shift Partners Silver – CIC Asia Pacific and Sedgwick Richardson Bronze – Fox Networks Group and Prophet Highly commended – Lovita and Creative Capital
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SECTOR Best visual identity by a charity, NGO or non-profit Gold – Amnesty International and Brand Union Silver – Homeward Bound and Elmwood Bronze – Southern + Southern Cross Care WA and FutureBrand Highly commended – Be Inclusive and Brand Union Highly commended – Tianqiao and Chrissy Chen Institute and MerchantCantos
Best visual identity in the engineering and manufacturing sector Gold – CCA Winslow and Heard Agency Silver - Innosparks (an ST Engineering Open Lab) and Brand Union
Best visual identity in the financial services sector Gold – Latitude Financial Services Australia and FutureBrand Silver – UniBank and Traffic Bronze – MetLife and Prophet
Best visual identity in the professional services sector Gold – Keppel Land and Sedgwick Richardson Silver – Adapt Ventures and FutureBrand Bronze – New Payments Platform and FutureBrand Highly commended – AHRI and Traffic Highly commended – WECREATE
Best visual identity in the property sector Gold – Empire City and Sedgwick Richardson Silver – Deicorp and Heard Agency Bronze – Mah Sing and Traffic
Best visual identity in the retail sector Gold – AutoPlus and Traffic Silver – Virtuous Retail Bengaluru and The Partners Bronze – kidsland and Labbrand Highly commended – Diamond Exchange and Traffic
Best visual identity in the technology, media and telecommunications sector Gold – Konica Minolta and Frank, Bright & Abel Silver – WTT and MerchantCantos Bronze – Computime and MerchantCantos Highly commended – Fox Networks Group and Prophet
Best visual identity in the travel, leisure and tourism sector Gold – Alibaba – Fliggy and Labbrand Gold – TTX (Table Tennis X) and Brand Union Silver – SPTO South Pacific Tourism Organisation and FutureBrand
Best overall visual identity Winner – AutoPlus and Traffic
Grand prix Winner – Homeward Bound and Elmwood
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