2019 Transform Awards North America: Best implementation of a brand development project
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: LCMC Health and Monigle
LCMC was a New Orleans Health System in need of a new identity and brand position to unify its family of hospitals and employees. Monigle found an immediate and pervasive truth across its workshops, interviews and interactions: everything and everyone was just a little extra.
These were extraordinary people, extraordinary experiences – in a healthcare world that often defaults to ordinary. This extraordinariness isn’t just true for LCMC, it’s part of the DNA of New Orleans. They even have a word for it: Lagniappe.
Monigle’s campaign allowed employees to be the stars by adding their own personal flair. The external campaign strategy, ‘Expertly Human’, dovetailed with the internal ‘little extra’ campaign providing a peek behind the lab coats by humanising the system’s own physicians.
“While many brands consider implementation to be the production of collateral and trinkets to inform the employees of changes, Monigle and LCMC actually harnessed the enthusiasm and energy of the employees in a way that is rarely seen,” said one of the judges.
Silver: Russell Investments and Living Group
The original identity system used by Russell Investments was dated, nondescript and overly complex. Among other things, Living Group created a new client-first positioning for RISE – Russell Investments’ Practice Management and Transition Services business. It delivers insights and expertise to help financial advisers develop strategies to grow their client base.
Bronze: KLA and Salt Branding
Salt Branding’s strategy and creative work repositioned semiconductor specialists KLA for a younger generation of engineers and scientists. In place of a functional story built on technological experience, Salt positioned KLA around the idea of optimism. The work included everything from posters to videos to experiences.