• Transform magazine
  • December 12, 2018


#TransformTuesday: 28 November

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Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays.


Commonwealth War Graves Foundation

Focusing on the UK sacrifice during the first and second world wars, the Commonwealth War Graves Foundation (CWGF) tells the stories of the people whose lives were lost and encourages remembrance by younger communities. The CWGF’s bright, personable identity was created by Kent, UK-based Zest The Agency, which uses script-style typography and updated tagline to reinforce the charity’s mission. Juxtaposing modern-day remembrance and activities with original greyscale photography, Zest The Agency highlights why it remains vital to ‘Keep their stories alive.’


DD Holdings

Japan-based graphic designer Kashiwa Sato has created and launched a new visual identity for one of Japan’s largest restaurant holdings companies. DD Holdings, originally named Diamond Dining Group, changed its name after recognising that its offering extended beyond simply dining andnow encompasses other entertainment offerings. Sato says, “Red represents passion and innovation, and blue delivers the image of diversity. These two colours express the intent to give birth to new possibilities with a variety of personalities and points of views.



Dentsu X

The Australian branch of the Dentsu Aegis Network formerly known as Dentsu Mitchell has been rebranded as Dentsu X, following an in-house effort. Led by the company’s brand promise, ‘Experience beyond exposure,’ the new brand positioning reflects the media agency’s belief that its clients should offer something beyond simply a brand promise – they need, and Dentsu X can help them to, create true brand experience. The change is cited as taking immediate effect, encompassing all 17 markets and 29 Dentsu offices globally.



The London office of international brand agency SomeOne has launched a new identity for MarketInvoice, a leading brand in the relatively emerging ‘fintech’ space. Launched in 2011, it has since provided over £1bn funding for business across the UK yet required a vibrant identity to spread its message – that business should focus on its goals, rather than cashflow. “SomeOne’s strategy was to create a brand that is progressive, friendly and positive,” says Laura Hussey, creative partner at SomeOne. “MarketInvoice has an amazing reputation for its customer service; it can solve almost any businesses problem and to do that well, collaboration with its clients is vital.”



Leeds, UK-based design agency OurCreative, which recently rebranded and changed its name from Hornall Anderson, has unveiled the packaging design for a new pet food emerging in the UK pet sector. Nineteen87 focuses its brand positioning around the provenance and quality behind its pet food, which is baked in St Asaph’s, Wales. The canine illustration that adorns the packaging’s front was drawn by world-renowned artist John Byrne. Craig Harriott, design director, OurCreative, says, “We wanted to create a contemporary design with bags of personality. We took inspiration from trends within the human food sector, giving the photography a modern look, and borrowing from trends on Instagram to reassure customers on the quality of the ingredients.”   



Previously known as Trego, the tech-driven insurance provider Zego has been rebranded by London-based brand consultancy Ragged Edge. A new logo, visual identity and tone of voice contribute to Zego’s new brand positioning, which reflects the brand’s unique path in a market traditionally perceived as dull and, design-wise, lacking in imagination. “Where other insurance companies combine confusing policies with inflexible products, Zego takes a people-first approach,” says Max Ottignon, co-founder of Ragged Edge. “Our market research, workshops and interviews revealed an organisation full of integrity, so we set out to shake up an industry often associated with blandness and negativity by injecting positivity and possibility. We wanted Zego customers to ‘Go freely.’”