• Transform magazine
  • December 13, 2017

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Transform Awards Asia-Pacific 2017 winners announced

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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:

 

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

 

 

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

 

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