• Transform magazine
  • November 19, 2017

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Transform Awards North America 2017 winners announced

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The Transform Awards’ ongoing recognition of excellence in rebranding honours the very best brand projects from around the globe. Its North America programme, established in 2015, celebrates the vast expanse of branding work from countries such as the US, Canada and Mexico, among others. As acclaimed branding professionals from all corners of the region gathered in New York for the annual ceremony, this year’s winners exemplified the increased focus on branding across the business landscape.

With the awards’ nuanced categorisation specifying the intricacy of global brand work today, last night’s ceremony captured an array of strategic contrasts. Winning projects such as French clothing company, Saint James USA’s work to redefine its brand for a younger audience, saw ‘mystical heritage’ take centre stage. Promoting unisex advocacy, the brand’s creative originality saw it take gold in ‘Best creative strategy.’

Yet the branding spectrum cuts both ways, with categories such as ‘Best brand architecture solution’ and ‘Best implementation of a brand development project’ highlighting the importance of process and strategy within the wider aspects of brand work. Winners such as nThrive and Adient showcased an adept approach to the often esoteric beginnings of any brand development project, displaying a perseverant attitude towards overcoming complexity that won both companies gold awards.

With the judging process a meticulous consideration of analysis, evaluation and execution, this year’s judges represent the branding landscape in its most comprehensive light, hailing from organisations such as Major League Soccer, Condé Nast and Dow Jones, to name just a few. 

David Ferreira, brand manager at City of Mississauga and Transform judge, says, “The entries this year demonstrated a high degree of creativity and innovation, but not for its own sake. Each submission showed a strong understanding that they needed to solve a defined business challenge. As a judge this year, the entries provided a challenge to me as well. With so many strong contenders I had many tough decisions to make. They certainly have raised the bar for all of us.”

Winning ‘Best overall visual identity,’ Bangalore-based OnMobile, brought a revitalised identity to the forefront of the telecommunications landscape, incorporating energetic visuals and a refreshed name that simplified the brand. Fusing visual, audio and strategic entities into the bulk of the project, the brand reached new heights with a project that aimed to redefine its category across various touchpoints.

This year’s 'Grand prix,' won by A+E Networks, stole the show for its revamp of the History Channel, bringing a contemporary feel to a network that had long become dated in comparison to contemporary competitors. With a strong focus on reimagined aesthetics, and a simplified identity, the project spurred a new outlook on its brand promise – one that specified a cohesive and integrated approach to its work.

The winners of this year’s Transform Awards North America are as follows:

CONTENT

Best use of a visual property

Gold – LCH and 8 Point Studio

Silver – Saint James USA and Creative Capital New York

Bronze – Constellation Brands - Beer Division and Interbrand

 

Best brand architecture solution

Gold – nThrive and Brandigo

Silver – Dell and Brand Union

Bronze – Adient and FutureBrand

 

Best use of copy style/tone of voice

Gold – Zenni and Salt Branding

Silver – Corvias and FutureBrand

Bronze – City of Mississauga

 

Best brand experience

Gold – Ford Motor Company and FITCH, Framestore, GTB and VML

Silver – Purina® Beyond® and CBA North America

Bronze – Adient and FutureBrand

Bronze – Mizuho Americas and Siegel+Gale

Highly commended – Humber College and Entro Communications

 

Best use of packaging

Gold – RB and 121

Silver – John B. Sanfilippo & Son and Damen Jackson

Silver – LVMH and Interbrand

Bronze – Purina® Beyond® and CBA North America

Highly commended – Häagen-Dazs and CBA North America

 

Best wayfinding or signage

Gold - The 2017 JUNO Awards Host Committee and McMillan

 

Best use of audio branding

Silver - ONMO and Brand Union

 

Best use of typography

Gold – Dell and Brand Union

Silver – The 2017 JUNO Awards Host Committee and McMillan

Bronze – Cadillac and FutureBrand

Highly Commended – Vium and Branditecture

 

PROCESS

Best internal communications during a brand development project

Gold - National Council of Teachers of English and Brains on Fire

Silver - Adient and FutureBrand

 

Best implementation of a brand development project

Gold – Adient and FutureBrand

Silver – Zenni and Salt Branding

Highly Commended – General Mills and CBX

 

Best implementation of a brand development project across multiple markets

Gold - Adient and FutureBrand

 

Best localization of an international brand

Gold - Saint James USA and Creative Capital New York

Silver - Volevatch and Creative Capital New York

STRATEGY

Best creative strategy

Gold – Saint James USA and Creative Capital New York

Silver – ONMO and Brand Union

Silver – Zenni and Salt Branding

Bronze – Volevatch and Creative Capital New York

Highly commended – Adient and FutureBrand

Highly commended – Cowen and Thackway McCord

Highly commended – Genesys and Landor

 

Best brand evolution

Gold - A+E Networks and DixonBaxi

Silver – Nielsen

Silver – Saint James USA and Creative Capital New York

Bronze – Octagon and FutureBrand

Highly commended – Driscoll’s and Pearlfisher

Highly commended – InfinityQS International and Refactored

 

Best strategic/creative development of a new brand

Gold – EyeJust and Brand Union

Silver – Zenni and Salt Branding

Bronze – Adient and FutureBrand

Bronze – Vium and Branditecture

Highly commended – Cowen and Thackway McCord

 

Best development of a new brand within an existing brand portfolio

Gold - GivGo and Living Group

Bronze - Alouette and CBA North America

 

Best naming strategy

Gold – ONMO and Brand Union

Silver – Cadillac and FutureBrand

Bronze – GivGo and Living Group

 

TYPE

Best corporate rebrand following a merger or an acquisition

Gold - Dell and Brand Union

 

Best brand development project to reflect changed mission/values/positioning

Gold – Zenni and Salt Branding

Silver – LCH and 8 Point Studio

Silver – Tyson Foods and Brand Union

Bronze – Nielsen

 

Best rebrand of a digital property

Gold – InfinityQS International and Refactored

Silver – Zenni and Salt Branding

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SECTOR

Best visual identity in the charity/NGO/non-profit sector

Silver - British Benevolent Society and CBA North America

 

Best visual identity in the education sector

Gold - Kentucky College of Art + Design and Bullhorn Creative

 

Best visual identity in the engineering and manufacturing sector

Gold - Adient and FutureBrand

Silver - Volevatch and Creative Capital New York

 

Best visual identity in the fast-moving consumer goods sector

Gold - General Mills and CBX

 

Best visual identity in the financial services sector

Gold – Cowen and Thackway McCord

Silver – LCH and 8 Point Studio

Bronze – Sentry and FutureBrand

 

Best visual identity in the food and beverage sector

Gold - Tyson Foods and Brand Union

Silver - Niemann Food, Inc. and Shook Kelley

                               

Best visual identity in the professional services sector

Gold - Octagon and FutureBrand

Silver - JoTo PR

 

Best visual identity in the retail sector

Gold – Electro and Interbrand

Silver – Saint James USA and Creative Capital New York

Bronze – Zenni and Salt Branding

 

Best visual identity in the technology, media and telecommunications sector

Gold – ONMO and Brand Union

Silver – Nielsen

Bronze – GivGo and Living Group

Bronze – McAfee and Solid Branding

Highly commended - Genesys and Landor

 

Best overall visual identity

Winner – ONMO and Brand Union

 

Grand prix          

Winner – A+E Networks and DixonBaxi