• Transform magazine
  • August 20, 2019

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Winners announced at 2019 Transform Awards MENA

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For six years, the Transform Awards Middle East and North Africa has celebrated rebranding and brand development across the region. Previous winners have exemplified best in class work in the field of brand strategy and have shown a consistent development of the brand industry across the MENA region.

This year was no different. The awards has benefited, too, from convening the judging panel in person, for the first time, allowing judges to debate the merits of every entry in person. Typically, this process had been carried out remotely. But, with the ability to meet in person, judges were able to further discuss each project, making this year’s shortlist the most competitive yet.

The ‘Best overall visual identity’ winner is a place brand with character, a point of view and a unique approach to copy style. Azerbaijan Tourism worked with Landor to redefine its sense of place. The ‘Grand prix’ winner was the National for its work with Omnia on a rebrand, corporate change and restructure.

Brittany Golob, publishing editor of Transform magazine, says, “This year’s winners should be proud of their achievements. The work our judges have recognised set the standard for excellence in rebranding and brand development across the Middle East and North Africa. Congratulations to all the winners of the 2019 Transform Awards MENA.”

Maldives-based resort Joali also took home a handful of gold trophies for its work with Landor on crafting a tourism brand full of character and storytelling. Meanwhile, Brand Lounge swept up a number of awards for its work across the food and drink sector, bringing brands to life through packaging and positioning. Hikma also wowed judges for a Prophet-designed rebrand that built a new brand architecture and paved the way for growth and expansion across the business. Khalifa University showed its mettle for a rebrand by Bond that brought together three entities behind a single banner, impressing the judges with its stakeholder communications.

The winners were announced last night at the Habtoor Palace in Dubai. The full list of winners is below.

The Transform Awards North America and the Transform Awards Asia-Pacific are currently open for entries.

CONTENT

Best use of a visual property
Gold – Joali and Landor
Silver – Ellaycom and BOND
Bronze – Azerbaijan Tourism and Landor
Bronze – Evercare and FITCH
Highly commended – Cryosave Arabia and Eleven Creative Strategy

Best brand architecture solution
Gold – Hikma and Prophet
Gold – Lapita and RUYA
Silver – AIMS – Abdullah Ibrahim Mohammed AlSubeaei and Brand Lounge
Bronze – ADK – Al Dahra Kohinoor and Brand Lounge

Best use of copy style or tone of voice
Gold – Azerbaijan Tourism and Landor
Silver – Joali and Landor
Bronze – Arada

Best brand experience
Gold – JustKidding Middle East and Skyne
Silver – Joali and Landor
Bronze – Jack Daniel’s and JansenHarris
Highly commended – SIG Combibloc Obeikan and Brand Lounge
Highly commended – STC Pay and Bellwether

Best use of packaging
Gold – Usturah and Brand Lounge
Silver – Al Hosn and Brand Lounge
Bronze – Meethaq Islamic Banking and OHI Leo Burnett

Best use of audio branding
Gold – King Abdulaziz for World Culture (Ithra) and MassiveMusic

Best use of typography
Gold – Blends and FITCH
Silver – TAWAL and Bellwether
Bronze – Nareel’s Cookies and BOND
Highly commended – Private Residences managed by Dorchester Collection and Fifth Estate

Best place or nation brand
Gold – Azerbaijan Tourism and Landor
Silver – Cairo111 and FITCH

PROCESS

Best internal communications during a brand development project
Gold – Khalifa University and BOND
Silver – STC and Bellwether

Best implementation of a brand development project
Gold – MUVI Cinemas and Bellwether
Silver – SHUROOQ and Bellwether
Bronze – Roads & Transport Authority, Dubai
Highly commended – Azerbaijan Tourism and Landor
Highly commended – TAWAL and Bellwether

STRATEGY

Best creative strategy
Gold – Joali and Landor
Silver – Hikma and Prophet
Bronze – Saudi Aramco/King Abdulaziz Center and Prophet
Highly commended – Evercare and FITCH
Highly commended – MUVI Cinemas and Bellwether

Best brand evolution
Gold – The National and Omnia
Silver – Hikma and Prophet
Bronze – Euro Mechanical and Jpd
Bronze – SHUROOQ and Bellwether
Highly commended – Jabal Omar and Landor
Highly commended – Khalifa University and BOND

Best strategic or creative development of a new brand
Gold – Joali and Landor
Gold – Roads & Transport Authority, Dubai
Silver – Evercare and FITCH
Silver – Sharjah Media Corporation and Tonic International
Bronze – Cairo111 and FITCH
Highly commended – Al Mubarakah Foundation and Punch

Best development of a new brand within an existing brand portfolio
Gold – STC Pay and Bellwether
Silver – TAWAL and Bellwether
Bronze – Casa Oyla and Brand Lounge
Highly commended – Meethaq Islamic Banking and OHI Leo Burnett
Highly commended – Saudi Aramco/King Abdulaziz Center and Prophet

Best naming strategy
Gold – Ellaycom and BOND
Silver – Dusoul and FITCH
Bronze – Joali and Landor
Bronze – Quro Obesity Center and Skyne
Highly commended – Evercare and FITCH

TYPE

Best brand development project to reflect changed mission, values or positioning
Gold – The National and Omnia
Silver – Jabal Omar and Landor
Silver – Marjan and Landor
Bronze – SHUROOQ and Bellwether
Highly commended – Al Foah Dates Company and Brand Lounge
Highly commended – EHS – Emitac Healthcare Solutions and Brand Lounge

Best brand consolidation
Gold – Hikma and Prophet

Best rebrand of a digital property
Gold – Roads & Transport Authority, Dubai
Silver – STC Pay and Bellwether
Bronze – New Shababiah - Ooredoo Oman

SECTOR

Best visual identity from a charity/NGO/non-profit
Gold – Queen Rania Foundation and Landor
Silver – Al Mubarakah Foundation and Punch
Bronze – Holy Quran Academy and Brand Lounge

Best visual identity from the education sector
Gold – Khalifa University and BOND
Silver – Saudi Aramco/King Abdulaziz Center and Prophet

Best visual identity from the energy and utilities sector
Gold – Musandam Power and OHI Leo Burnett
Silver – TAWAL and Bellwether

Best visual identity from the engineering and manufacturing sector
Gold – Euro Mechanical and Jpd

Best visual identity from the financial services sector
Gold – STC Pay and Bellwether
Silver – Meethaq Islamic Banking and OHI Leo Burnett
Bronze – VATPRO and Brand Lounge
Highly commended – Emirates NBD and Omnia

Best visual identity from the food and beverage sector
Gold – London Slide and JansenHarris
Silver – Bâoli and JansenHarris
Bronze – Grand Hyatt Abu Dhabi and Fludium
Bronze – Usturah and Brand Lounge
Highly commended – Grand Hyatt Abu Dhabi and Fludium
Highly commended – Jumeirah – Al Mabeet Desert Camp and Latitude

Best visual identity from the healthcare and pharmaceuticals sector
Gold – Evercare and FITCH
Gold – Hikma and Prophet
Silver – Cryosave Arabia and Eleven Creative Strategy
Bronze – Quro Obesity Center and Skyne
Highly commended – EHS – Emitac Healthcare Solutions and Brand Lounge

Best visual identity from the industrial and basic materials sector
Gold – ALIF – AIMS Leading Industrial Factory and Brand Lounge

Best visual identity from the mining and extractives sector
Silver – Dragon Oil and Jpd

Best visual identity from the professional services sector
Gold – The Y Collective and Latitude

Best visual identity from the property, construction and facilities management sector
Gold – Piramal Mahalaxmi and RUYA
Silver – Cairo111 and FITCH
Bronze – SLS Dubai and Fifth Estate
Highly commended – Jabal Omar and Landor
Highly commended – Private Residences managed by Dorchester Collection and Fifth Estate
Highly commended – The Fields and RUYA
Highly commended – The Residences and Latitude

Best visual identity from the public sector
Gold – Musandam Power and OHI Leo Burnett
Silver – SHUROOQ and Bellwether
Bronze – Ras Al Khaimah Public Services Department and Omnia

Best visual identity from the retail sector
Gold – Nostalgia and RUYA
Silver – Dusoul and FITCH
Bronze – Ellaycom and BOND
Highly commended – Blends and FITCH
Highly commended – Leem and Public

Best visual identity from the technology, media and telecommunications sector
Gold – The National and Omnia
Silver – Fusion5 and Brand Lounge
Bronze – NgageU and Fludium
Bronze – Sharjah Media Corporation and Tonic International

Best visual identity from the transport and logistics sector
Gold – Roads & Transport Authority, Dubai
Silver – RTA – Road & Transport Authority and Brand Lounge

Best visual identity from the travel, leisure and tourism sector
Gold – Azerbaijan Tourism and Landor
Silver – Joali and Landor
Silver – Lapita and RUYA
Bronze – Hameni and RUYA
Highly commended – MUVI Cinemas and Bellwether

Best overall visual identity
Azerbaijan Tourism and Landor

Grand prix
The National and Omnia