• Transform magazine
  • December 12, 2017

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Articles

Fifth year of celebrating brand excellence, for Transform Awards MENA

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Five years ago, the branding industry in the Middle East and North Africa was still finding its feet. There was some quality work, but companies were only beginning to recognise the value of a strong brand and brand strategy....

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Transform Awards: Yas Island

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Recent winners at the Transform Awards MENA, Yas island and Start worked to create a new place brand for a leisure destination on one of Abu Dhabi's islands For centuries, sc...

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Now welcoming entries for the Transform Awards Europe 2018

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Benchmarking the journeys brands make for almost a decade, the Transform Awards Europe should be a key date in every communicator and brand strategist’s calendar. In March this year, the Transform Awards Europe 2017 heralded...

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Transform Awards MENA 2017 winners announced

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Taking place in the commercial heartland of the Persian Gulf, the Transform Awards MENA, held last night in Dubai’s prestigious Waldorf Astoria, Palm Jumeirah, recognised the best in branding across the diverse and budding re...

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Opinion: Why brand an infrastructure?

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The past decade has seen a transformational shift in how we in the UK see our infrastructure. Where once transport hubs were pragmatic, liminal spaces, today they are destinations for retail, dining and a whole lot more....

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Opinion: Who needs signs?

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I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather than a...

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Opinion: Do brands understand the value of customer experience?

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Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and brands u...

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Opinion: Why use brand thinking in a digital world?

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The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher quality, cheap...

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Opinion: How do you gain buy-in and a consensus for change?

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In today’s complex, competitive world, it’s no longer sufficient to simply market quality. Gone are the days of relying on traditional marketing tactics or merely promoting the announcement of the arrival of a new senior hire...

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Opinion: Is there an approach to design that builds brand loyalty

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As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities, long-s...

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