• Transform magazine
  • May 21, 2018

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Brands make a big impact at 2018 Transform Awards MENA

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The impact of branding on the consumer is apparent – billboards and signage, construction placards, retail experiences, new product packaging, fresh restaurant interiors, updated digital experience – but the impact of branding on the company and its value is less tangible, but no less important.

The winners of the 2018 Transform Awards MENA exemplify the best in rebranding and brand development while truly showcasing the real value a brand can have on a business.

This year’s ‘Grand prix’ winner – Meraas and Wolff Olins – radically revamped a portfolio of brands for a Middle Eastern property developer. The new strategy has resulted in an increase in brand awareness and an almost instant boost in perception. The ‘Best overall visual identity prize’ went to James Brand Strategy and Abu Dhabi Ship Building. The work has helped reinvent the business as more than just a ship builder, but as a provider of services in the maritime industry.

Other winners at this year’s Transform Awards truly exemplify the best the region has to offer and the tangible benefits a concerted and cohesive brand strategy and visual identity can have on a business. For banks – like Alawwal and Ecobank – a successful brand meant a successful product or new brand launch. For food industry brands – like Mexika and Safahat – an updated brand has meant an approach to business that meets the needs of the modern customer. Each and every winner this year has exemplified in some way, the shift in the way businesses are interacting with brands to benefit their stakeholders.

“The brands recognised tonight keep the industry moving forward and improve on the impact a successful brand can have on a business. Organisations of all sizes and sectors are prioritising brand and communications to set a world-class standard of work. We are proud to present them with Transform awards in recognition of those achievements. Congratulations to all of this year’s winners,” says publishing editor of Transform magazine, Brittany Golob.

The Transform Awards North America and Transform Awards Asia-Pacific are open for entries. Submit your work taking place in either region or by an agency based in either region today.

The winners:

Best use of a visual property
Gold – Meraas and Wolff Olins
Silver – Emaar and Latitude
Silver – Rest Republic and Latitude
Bronze – Emirates National Oil Company (ENOC)
and Brash Brands
Bronze – Government Accelerators and Bellwether

Best brand architecture solution
Gold – Jagal and Brand Lounge
Silver – Abu Dhabi National Oil Company (ADNOC)
and All About Brands    

Best brand experience
Gold – Virgin Mobile UAE and Start Design
Silver – Piramal Group and Brash Brands
Silver – Roxy Cinemas and Ochre
Bronze – Abu Dhabi Sustainability Week Opening Ceremony: Masdar and TMH
Bronze – Emaar and Latitude    
Bronze – Prime Minister’s Office and FITCH Design Consultants
Highly commended – Marriott International
and JansenHarris    

Best use of packaging
Gold – Karmah and Unisono
Silver – Feli’s Kitchen and JPd
Bronze – Lucas Bols, Henkes and Skyne

Best use of wayfinding or signage
Gold – Dubai Design District and Endpoint

Best use of typography
Gold – Spectra and Ochre
Silver – Mubadala Investment Company
and All About Brands    
Bronze – The Opus by Zaha Hadid, Omniyat and Fifth Estate
Highly commended – Karmah and Unisono

Best place or nation brand
Gold – Bimma Bay and Brand Lounge

PROCESS

Best external stakeholder relations during a brand development project
Silver – ENBD REIT and Instinctif Partners

Best internal communication during a brand development project
Gold – Injazat and Bellwether
Silver – Ras Al Khaimah Economic Zone

Best implementation of a brand development project
Gold – Alawwal Bank and Landor    
Silver – OMANTEL and Bellwether
Bronze – Cakers and Superunion    
Bronze – Virgin Mobile UAE and Start Design

Best implementation of a brand development project across multiple markets
Gold – Careem and Bellwether    
Silver – Virgin Mobile UAE and Start Design
Bronze – Ecobank Commercial Bank and BrandComms
Highly commended – Ecobank Mobile App and BrandComms

Best localisation of an international brand
Silver – Virgin Mobile UAE and Start Design

STRATEGY

Best creative strategy
Gold – Meraas and Wolff Olins    
Silver – Virgin Mobile UAE and Start Design
Bronze – Gulf International Bank and Siegel+Gale
Bronze – Roxy Cinemas and Ochre

Best brand evolution
Gold – Injazat and Bellwether
Silver – Cakers and Superunion    
Silver – OMANTEL and Bellwether
Bronze – Dubai Police and Brash Brands
Bronze – Network International Solutions
and FITCH Design Consultants

Best strategic or creative development of a new brand
Gold – Jumble – Landmark Leisure and TMH
Gold – Spectra and Ochre
Silver – Afreximbank and BrandComms
Silver – Kibo and Greenspace
Bronze – DMCC and Landor
Highly commended – AVIVO Group and Brand Lounge

Best development of a new brand within an existing brand portfolio
Gold – swyp and Superunion
Silver – Emaar and Latitude
Bronze – Ecobank Commercial Bank and BrandComms    
Highly commended – evvoli and Brand Lounge

Best naming strategy
Gold – Alawwal Bank and Landor
Silver – Ras Al Khaimah Economic Zone and Brand Lounge    
Bronze – Bawabba and Fludium
Bronze – ESO / #SPRINTforOMAN and OHI Leo Burnett    
Highly commended – SGRF / Rakiza and OHI Leo Burnett

TYPE

Best corporate rebrand following a merger or acquisition
Gold – Mubadala Investment Company and All About Brands
Silver – Ras Al Khaimah Economic Zone
Silver – Ras Al Khaimah Economic Zone and Brand Lounge


Best brand development project to reflect changed mission, values or positioning
Gold – Meraas and Wolff Olins
Silver – Radisson Blu Hotel, Dubai Deira Creek and Havoc Creative
Bronze – DXB Entertainments and Landor    
Bronze – Network International Solutions
and FITCH Design Consultants

Best brand consolidation
Gold – Meraas and Wolff Olins
Silver – Abu Dhabi National Oil Company (ADNOC)
and All About Brands    
Bronze – GFH and Unisono

Best rebrand of a digital property
Gold – Ecobank Mobile App and BrandComms
Silver – Virgin Mobile UAE and Start Design

SECTOR

Best visual identity by a charity, NGO or not-for-profit
Gold – Special Olympics World Games Abu Dhabi 2019
and All About Brands
Silver – Government Accelerators and Bellwether
Bronze – ESO / #SPRINTforOMAN and OHI Leo Burnett    

Best visual identity from the education sector
Gold – Euro University of Bahrain and Brand Lounge
Silver – Emirates Flight Training Academy
and James Brand Strategy & Design Consultancy

Best visual identity from the engineering and manufacturing sector
Gold – ADSB and James Brand Strategy & Design Consultancy
Silver – Centrifuge Equipment Services (CES) L.L.C and JPd

Best visual identity from the financial services sector
Gold – Gulf International Bank and Siegel+Gale
Silver – Mubadala Investment Company and All About Brands
Silver – Network International Solutions
and FITCH Design Consultants
Bronze – Alawwal Bank and Landor
Bronze – Inovest and Unisono
Highly commended – Afreximbank and BrandComms

Best visual identity from the food and beverage sector
Gold – Mexika and JansenHarris
Silver – dusitD2 kenz hotel Dubai and JPd
Silver – La Ville Hotel & Suites City Walk, Dubai,
Autograph Collection: Marriott and TMH
Bronze – Viceroy The Palm Jumeriah, Dubai and TMH

Best visual identity from the healthcare and pharmaceuticals sector
Gold – AVIVO Clinics and Brand Lounge    
Silver – DermaOne and Unisono    

Best visual identity from the mining and extractives sector
Gold – Emirates National Oil Company (ENOC) and Brash Brands
Silver – MINERALS DEVELOPMENT OMAN and OHI Leo Burnett

Best visual identity from the professional services sector
Gold – Platinum VA (PVA) and JPd
Silver – Total Solutions and Skyne
Bronze – Ataraxia DMCC and Ellae Creative

Best visual identity from the property, construction and facilities management sector
Gold – Meraas and Wolff Olins
Silver – Hayat Island, RAK Properties and Fifth Estate
Silver – The Opus by Zaha Hadid, Omniyat and Fifth Estate
Bronze – Bahrain Investment Wharf and Unisono

Best visual identity from the public sector
Gold – Teleworks and Bellwether
Silver – Dubai Police and Brash Brands
Bronze – MINERALS DEVELOPMENT OMAN
and OHI Leo Burnett    
Highly commended – SGRF / Rakiza
and OHI Leo Burnett    

Best visual identity from the retail sector
Gold – Safahat and Skyne
Silver – Wetin You Need? and Ellae Creative
Bronze – Al-Futtaim Motors (Toyota) and Greenspace

Best visual identity from the technology, media and telecommunications sector
Gold – Spectra and Ochre
Gold – swyp and Superunion
Silver – Virgin Mobile UAE and Start Design
Bronze – Injazat and Bellwether

Best visual identity from the travel, leisure and tourism sector
Gold – Rest Republic and Latitude
Silver – Emaar and Latitude
Silver – Roxy Cinemas and Ochre
Bronze – SalamAir and From6 Communications

Best overall visual identity
Winner – ADSB and James Brand Strategy & Design Consultancy

Grand prix
Winner – Meraas and Wolff Olins