Transform Awards MENA 2017 winners announced

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 region. As each year sees a progressively higher creative bar raised, this year’s winners illustrate the pioneering quality intrinsic to brand development throughout MENA.

The fourth annual awards programme was hosted by Katie Fielder, news anchor and broadcast journalist for the Dubai Channels Network. Beginning with visual property, the awards programme highlighted a dynamic mixture of branding sectors, underpinned by over 35 categories ranging from ‘Best creative strategy’ to ‘Best visual identity’ by sector. With a judging panel of 17 industry experts and a meticulous process that takes a considered approach to each entry, the Transform Awards MENA recognises the upper echelons of brand development work.

Last night saw global retail and brand consultancy, Fitch, take home the ‘Best overall visual identity’ award for its rebrand of established Saudi Arabian supermarket chain, Aljazera. Fitch’s work refreshed the identity of the developing brand framework, and as retail remains a key element to the regional culture, tapping into heritage as well as the everyday components of the shopping experience proved successful. Equally, global customer experience and design agency, Start Design, was awarded the Grand Prix for its work with Miral Asset Management on the vibrant brand identity for Abu Dhabi's Yas Island, a multipurpose hub that serves as home to a host of attractions, from leisure and business to wider social activities.

With creative architecture, execution and consistency all on display at last night’s Transform Awards MENA, the branding landscape highlighted the growth, development and professionalism of each collaboration. Andrew Thomas, publishing editor of Transform magazine, says, “Last night’s awards showcased that year on year, branding excellence shines through as a dominant force within the MENA region. Each brand that has been involved in this year’s awards, global or local, has demonstrated outstanding creative ability and strategic thought while working closely and collaborating with their agencies.”

The full list of winners for this year’s Transform Awards MENA 2017 is as follows:

CONTENT

Best use of a visual property

Gold – Du and Bellwether and Growl Media

Silver – Siemens and JansenHarris

Bronze – Kochi Metro Rail Limited and Brash Brands

Highly commended – Etisalat

Highly commended – National Cyber Security Centre (NCSC) and Landor

Highly commended – Team Z7 and Landor

Best brand architecture solution

Gold – Al Nooh and Unisono

Silver – Smart Dubai Government and Xische & Co

Bronze – Lady Soft – MTC Hygiene and Tagbrands

Highly commended – CBD NOW and Industry and FDP

Best use of copy style/tone of voice

Gold – El Mercado and Unisono

Gold – General Motors Corporation and grow

Bronze – Seven Seas Group and JPd

Best brand experience

Gold – AppyKids and Bellwether

Gold – Level Kids and FITCH

Silver – Siemens and JansenHarris

Bronze – Etisalat

Highly commended – Ports, Customs and Free Zone Corporation and MBLM

Highly commended – Team Z7 and Landor

Best use of packaging

Gold – Nood and JansenHarris

Silver – SIA and grow

Bronze – Blooming Foods and CBA Memac

Highly commended – Ajmal Perfumes and JPd

Highly commended – Lady Soft – MTC Hygiene and Tagbrands

Best wayfinding or signage

Gold – Abu Dhabi National Oil Company and MBLM

Best use of audio branding

Silver – AppyKids and Bellwether

Best use of typography

Gold – Miral Asset Management and Start Design

Silver – National Museum and ZEENAH

Bronze – National Cyber Security Centre (NCSC) and Landor

Best place or nation brand

Gold – Miral Asset Management and Start Design

Silver – Ras Al Khaimah Tourism Development Authority

Bronze – Hejaz District and Turquoise Branding

PROCESS

Best internal communications during a brand development project

Gold – Miral Asset Management and Start Design

Silver – Abu Dhabi National Oil Company and MBLM

Bronze – Majid Al Futtaim, CBU and Latitude Agency

Best implementation of a brand development project

Gold – Intigral - Rocket TV and Bellwether

Silver – Tecom Group and Brash Brands

Bronze – KIPIC and Bellwether

Highly commended – Dubai International Financial Centre (DIFC) and Brash Brands

Best implementation of a brand development project across multiple markets

Gold – Ecobank Move on Up and Brand Communications

Gold – Miral Asset Management and Start Design

Silver – Ras Al Khaimah Tourism Development Authority

Bronze – Ecobank Mobile and Brand Communications

Best localisation of an international brand

Gold – Attibassi Coffee and JPd

Silver – Mandarin Oriental Hotel Group and grow

STRATEGY

Best creative strategy

Gold – KIPIC and Bellwether

Silver – Miral Asset Management and Start Design

Silver – National Cyber Security Centre (NCSC) and Landor

Bronze – CBD NOW and Industry and FDP

Bronze – Team Z7 and Landor

Highly commended – 9/10ths and Landor

Highly commended – Hejaz District and Turquoise Branding

Best brand evolution

Gold – Aljazera and FITCH

Silver – Majid Al Futtaim Finance - Najm and Bellwether

Silver – Team Z7 and Landor

Bronze – Etisalat and Impact BBDO

Highly commended – Bait Al Zubair Museum and ZEENAH

Highly commended – Genesis Energy and Brand Communications

Highly commended – RETAL and grow

Best strategic/creative development of a new brand

Gold – AppyKids and Bellwether

Silver – Community Jameel and Turquoise Branding

Silver – KIPIC and Bellwether

Silver – Miral Asset Management and Start Design

Bronze – National Cyber Security Centre (NCSC) and Landor

Highly commended – 360 and FITCH

Highly commended – Rove Hotels and Joie Brands

Highly commended – SaudiGulf Airlines and CBA Memac

Best development of a new brand within an existing brand portfolio

Gold – MiSK International Schools and Siegel+Gale

Silver – Intigral - Rocket TV and Bellwether

Bronze – CBD NOW and Industry and FDP

Highly commended – Aldar and Brash Brands

Best naming strategy

Gold – Blooming Foods and CBA Memac

Silver – D2C and OHI Leo Burnett

TYPE

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

Gold – Majid Al Futtaim Finance - Najm and Bellwether

Silver – Miral Asset Management and Start Design

Bronze – National Centre for Statistics & Information and ZEENAH

Best brand consolidation

Gold – Kunooz Oman and OHI Leo Burnett

Best rebrand of a digital property

Gold – AppyKids and Bellwether

Silver – Alserkal Avenue and Bellwether

Silver – CBD NOW and Industry and FDP

Bronze – Sharaka Holdings and grow

Highly commended – Ajman Tourism Development Department and MBLM

SECTOR

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

Gold – Surge and JPd

Silver – Community Jameel and Turquoise Branding

Bronze – Girls & Football SA and Build Brand Experience, Gareth Dickey and Jade Isaks

Highly Commended – Bahrain Life and Unisono

Best visual identity in the education sector

Gold – MiSK International Schools and Siegel+Gale

Silver – AppyKids and Bellwether

Best visual identity in the energy and extractives sector

Gold – KIPIC and Bellwether

Silver – Weatherford Group and CBA Memac

Bronze – Abu Dhabi National Oil Company and MBLM

Highly commended – maharat (Oman Gas Company) and OHI Leo Burnett

Highly commended – MPHC and grow

Best visual identity in the engineering and manufacturing sector

Silver - 360 and FITCH

Best visual identity in the financial services sector

Gold – Majid Al Futtaim Finance - Najm and Bellwether

Silver – CBD NOW and Industry and FDP

Bronze – Adcorp and Unisono

Highly commended – Meethaq Islamic Banking (Bank Muscat) and OHI Leo Burnett

Best visual identity in the food and beverage sector

Gold – Blooming Foods and CBA Memac

Bronze – Jubail Tourism Company and Unisono

Highly commended – Goody and CBA Memac

Best visual identity in the healthcare and pharmaceuticals sector

Gold – QCHP and grow

Silver – Hospitalia by Yara and Unisono

Bronze – CarePro and grow

Highly commended – Nyaho Medical Centre and Brand Communications

Best visual identity in the industrial and basic materials sector

Gold – Kunooz Oman and OHI Leo Burnett

Silver – Al Nooh and Unisono

Silver – EMEC and grow

Best visual identity in the professional services sector

Gold – Temple Productions and Ellae Creative Design Agency

Silver – MHC and JPd

Best visual identity in the property sector

Gold – GFH Real Estate and Unisono

Silver – Fontana Infinity and Unisono

Bronze – Dubai World Trade Centre and MBLM

Highly commended – Manchester Life and All About Brands

Best visual identity in the public services sector

Gold – National Centre for Statistics & Information and ZEENAH

Silver – Miral Asset Management and Start Design

Bronze – National Museum and ZEENAH

Best visual identity in the retail sector

Gold – Aljazera and FITCH

Silver – The Yoghurt Lab and MBLM

Bronze – Lady Soft – MTC Hygiene and Tagbrands

Best visual identity in the technology, media and telecommunications sector

Gold – National Cyber Security Centre (NCSC) and Landor

Silver – Etisalat and Impact BBDO

Silver – Intigral - Rocket TV and Bellwether

Bronze – D2C and OHI Leo Burnett

Highly commended – Oman Broadband and ZEENAH

Best visual identity in the travel, leisure and tourism sector

Gold – Miral Asset Management and Start Design

Silver – Meraas Hospitality and Latitude Agency

Bronze – Ras Al Khaimah Tourism Development Authority

Bronze – SaudiGulf Airlines and CBA Memac

Highly commended – Al Reem and Unisono

Highly commended – Manchester City Football Club and All About Brands

Best overall visual identity

Winner – Aljazera and FITCH

Grand Prix

Winner – Miral Asset Management and Start Design