2019 Transform Awards North America: Best brand evolution
Here are the stories of the winners from the 2019 Transform Awards North America. To read more, click the link at the bottom of the page
Gold: Duquesne University Athletics and ChangeUp
Duquesne University Athletics, an NCAA Division I program, sought to overhaul its entire identity system in order to elevate the school’s athletic program. The existing identity suite was dated, and the primary ‘D’ mark often mistaken for Major League baseball’s Detroit Tigers logo. ChangeUp repeatedly conducted focus groups and interviews with leaders of the Athletics program, members of the student body, and Nike, the Dukes’ athletic apparel provider. The insights gathered during these conversations ensured ChangeUp was able to capture the heart and soul of the University and its Athletic community. The comprehensive redesign included a custom wordmark and font, a suite of logos, a flexible colorway palette, and distinct photography style. “Loved how you worked with your sports partners to bring a modern, fresh approach to help convey pride, performance and emotion,” praised one judge. Another added: “This is a fearless evolution – striking, modern, but still routed in the heritage of a proud city.”
Silver: Call It Spring, An Aldo Group brand and Coley Porter Bell
Coley Porter Bell was invited to define a new brand purpose, an emotive brand story and a visual and verbal identity. Call It Spring wanted a ‘cool’ brand that could compete against H&M, Forever 21, & Other Stories and Nasty Gal, and connect and grow through social currency and content.
Silver - Syniti (formerly BackOffice Associates) and Studio Everywhere
Data-empowered companies are reinventing industries and central to BackOffice Associates’s new brand identity is the ’Syniti Data Flock’: mesmerising flock of bird-like data points that constantly shift and adapt in a natural and unexpected way. It is used as a visual metaphor for data’s power to generate valuable business insights.
Bronze: Toys”R”Us and Lippincott
After filing for bankruptcy in 2018, Toys”R”Us came to Lippincott to help build a brand platform that would carry them beyond its next chapter. The resulting work is an innovative and original, yet nostalgic, interpretation of its previous brands that considers every single touchpoint along the customer journey.
Highly commended: The J.M. Smucker Company and LPK