• Transform magazine
  • June 07, 2023



The judges


The Transform Awards is judged by a broad range of in-house industry experts in branding, marketing, and corporate communications.

Each year we invite the previous year's winners of the 'Grand prix' and 'Best overall visual identity' awards to join the panel, and these judges fill two agency slots.

We will also welcome two audio branding experts to join the panel to review our audio branding category alone and 4-5 leading agency figures to judge the special recognition section alone.



Scoring is based on a points system and the judges submit these scores anonymously. The judges mark the entries against the criteria mentioned within the entry and information guide: challenge, strategy, creativity/innovation and results.

Our judging system is rigorous and fair. If a judge has entered a specific category they will be exempt from reviewing that category, to avoid a conflict of interest.

Winners are determined by the scores they receive and the entries that score high enough will be shortlisted, invited to attend the awards ceremony and awarded with a trophy. We also provide detailed feedback on agencies’ work after the awards evening, which proves useful for future entries.



If you are interested in the opportunity to judge and believe you have the necessary background, please email Melanie Han at mhan@transformmagazine.net with a short biography for consideration.



Below you can see our wonderful judging panel for 2022. Learn more about the judges by clicking on the headshots to read their biographies. The 2023 panel will be revealed shortly.


Nuno Alves
Senior Design Manager
The Coca-Cola Company

From Europe, the Middle East, South East Asia to South Pacific, Nuno has been instrumental in building meaningful brands and experiences that successfully cut through the noise.

At Coca-Cola, Nuno is leveraging Design Thinking and Inclusive Design vision while leading key global Sustainability and Retail Experience projects. Key to his role is to define best in class design solutions, inspire the future, manage and elevate the integrated brand expressions, contribute to the building of design capabilities and the organisation's reputation.

Sally Anderson
Group Creative Director
MetaDesign China

Sally is the Group Creative Director MetaDesign China, specializing in corporate brand design. She is focused on building brands and their identities for both international and local businesses. She has over 15 years experience building brands across various industries in Australia, China, Hong Kong, South Korea and Macau. For the last 8 years she has been based in Beijing working with the largest brands in China such as Taobao, Didi Chuxing and Volkswagen China to name a few. Prior to Beijing, she led the brand transformation of the multi-award-winning Air Pacific to Fiji Airways.

Grace Astari
Creative Lead

Grace Astari is the Creative Lead for Global Innovation at Diageo, one of the world’s leading drinks businesses with over 200 brands. Driving ground-zero ideation, her brand-agnostic role is to create and conceptualize all new products, liquids and design experiences for the world’s most iconic distilleries, rare spirits and disruptive white spaces. Grace’s expertise in Brand Strategy, Culture, and Design is reflected in an award-winning track record across Luxury Goods, FMCG and Tech, including Neutrogena, Gojek and Citibank.

She is also an curator of South East Asian Art, and the founder of an APAC Women+ Web3 Community, UNTAM3D.


Ray Chan
Global Creative Director
Schneider Electric

Ray oversees the creative work from Schneider Electric, a digital automation and energy management company, that through its efforts in helping provide sustainable solutions for some of the world’s biggest companies, led it to becoming 2021’s World’s Most Sustainable Company.

He has led creative teams for Publicis, Wieden + Kennedy, Saatchi & Saatchi, DDB and Bates, in Hong Kong, Beijing, Shanghai and Singapore.

Cathie Cocqueel
Brand Design Director
Johnson & Johnson

Born and raised in France, Cathie is a global citizen, an adventure seeker and an award-wining designer.

While travelling all around Asia, she fell in love with the richness of each local culture, their optimistic mindset and the beauty of the landscapes. She also discovered that the Asia-Pacific region was home to some of the world’s fastest-growing economies where companies are leading the digital transformation with speed, agility and empathy for the evolving need of the modern consumer. She wanted to be part of this transformation journey.

As a Design Director based in Singapore, she leverages her innovative and creative skills to design new product, brand, services and digital 1st experiences answering the need of billions of consumers in Asia

Aurelija Gedraityte
Head of Creative

Aurelija Gedraityte started her design as well as creative production career in the diverse and fast-growing Berlin start-up scene. Few years ago, moved to Bangkok and now is responsible for the creative work of foodpanda in-house design team. Aurelija oversees most of the corporate as well as conceptual projects within foodpanda. Projects ranging from social comms to ad campaigns. She values philosophy of graphic and conceptual simplicity that emphasizes concise brand communication and believes in the power of creative autonomy mixed with teamwork and lots of pleasure.

Shawnn Lai
Regional Creative Lead
Lazada Group

Shawnn is an avid music maker and an advertising professional who has spent most of his life telling stories for brands like Japan Airlines, Lexus, KFC, Pizza Hut, Twitter, and Great Eastern Life. He has recently joined Southeast Asia's biggest e-commerce group Lazada.

As Regional Creative Lead, he collaborates with the offices in the region on both regional and local work. On the music side, he owns the record label SoulMatters Recordings, publishing dance music for both local and international artistes.

James Li
Creative Director

James Li is a Creative Director at OPPO, a leading smartphone manufacturer and tech company, where he oversees their film content for their global smartphone launches.

Born and raised in England, James has worked at various major advertising agencies in different countries all over Asia on some of the biggest brand campaigns.

James is fan of honest and truthful work as he believes that is the most potent weapon.

Laurie Macabasco
Associate Creative Director

Originating from the US, Laurie has more than 15 years experience in branding and marketing. Trained in the Swiss Design style, she began her career at tech companies Fujitsu and Oracle in Silicon Valley. From there, Laurie joined Salesforce at their HQ in San Francisco. She led the creative team responsible for Dreamforce, the annual event bringing together the global Salesforce community. Since transferring to Singapore three years ago, she has headed the regional creative team that is responsible for the Salesforce brand in markets across the APAC region. A keen traveller, Laurie has enjoyed exploring the region and discovering the various food and cultures it has to offer.

Darryl Ng
Senior Design Manager
Bayer Consumer Health

At Bayer Consumer Health, Darryl drives remarkable consumer experiences that transform everyday health. He leads all design activities within China, building holistic systems that deliver quality, effectiveness and consistency across brands and products.

Prior to Bayer, Darryl was a part of PepsiCo’s Design and Innovation team and also spent time at a number of global brand and packaging agencies based out of Singapore.

Across multiple consumer categories, his experience both in-house and at agencies has seen him successfully collaborate with business stakeholders in delivering award-winning creative solutions across touchpoints that resonate with consumers and fulfill business objectives.

Danh Tran Ngoc
Vice President
Vietnam Design Association (VDAS)

Ms. Danh Tran is the Vice President of VDAS Design Association, Hochiminh city, Vietnam. She is also the Founder & CEO of VMARK VIETNAM DESIGN WEEK & VMARK VIETNAM DESIGN AWARDS, the anchor event of VDAS Association. Its main mission is to build a connection between Designers, Entrepreneurs, and International Organizations.

It redefines the local Design Community identity with a fresher look to the world. With over 20 years of management experience in the design industry and the diverse activities related to the design field, she knows all of the aspects of her job. The process from concept to production, strategic planning, to customer contact. Her understanding of the local, international market and potential of the creative industries in Vietnam has connected her with international business partners and multinational companies. Her vast knowledge in the creative industry, plus great leadership skills has landed the Association multiple supports and collaborations from the creative community in the world.

Ms. Danh Tran has strong Creative Entrepreneur skills. She has in-depth knowledge of the different creative segments and is able to communicate effectively. She has the opportunity to learn and participate in international training courses and conferences in different countries. Some of these collaborations with international organizations have raised notable awareness for the Vietnamese Design Industry. She was also a keynote speaker for many prestigious design conferences in Vietnam and overseas. She hosts frequent design workshops to train the new generation of Vietnamese designers.

Uma Reade
Head of Brand, Creative & Agency Partnerships

Christopher Shie
Head of Creative APAC

Chris Shie is a 20+ year newbie in the ever-changing world of digital marketing. His experience working in boutique and international agencies, and across different disciplines reflect the changing times. From designing an annual report about cats, (Is it safe to let the cat out of the bag?, Intellectual Property Office) to allowing thousands of Uber riders to create their own music video (Year with Uber), Chris thrives on trying something new wherever he goes. Being in uncharted waters has not stopped Chris from picking up accolades along the way from Spikes, New York Festivals and the Effies.

Since joining Meta, Chris' sole focus has been making business marketing less product, more human. As the Head of Creative in the Global Business Marketing in APAC, Chris leads a team of creatives who come up with campaigns and ideas across the region to help businesses leverage the platform to find their audiences and build their brands.

Mark Tipper
Regional Creative Director

Mark is an internationally acclaimed Creative Director with 30 years’ experience in delivering impactful award-winning branding and advertising for some of the World’s favourite brands including Nike, WWF, Porsche, Chanel, Google and Netflix to name a few.

He originally trained as an illustrator in the 80s when we were encouraged to roll our jacket sleeves up like Miami Vice, and sing to Kelly McGillis in bars... naturally, these events dissuaded him from going out much, and unwittingly helped him on the road to forming a loving bond with computers, design and all things advertising.

Dan Vasconcelos
Partner & Creative Director

Dan is a partner in design based in Lippincott’s Hong Kong office. With over 18 years of experience in defining what brands stand for and how they stand out, Dan worked across the UK, US, EMEA and Asia Pacific. His category expertise spans sectors as diverse as energy, financial services, healthcare, technology, consumer goods, automotive and luxury.

Prior to joining Lippincott, Dan was Creative Director and Associate Partner at Prophet where he helped build the firm’s Asia design capabilities and co-led studios in Hong Kong and Shanghai. He also led client engagements for Midea, Walmart and Hyatt, amongst others. Before joining Prophet, Dan was Creative Director at JKR London, D&AD’s most awarded design agency in 2019 and 2018, servicing clients such as Mars Inc, Prudential, Unilever and KKR.

Prior to that he served as Associate Creative Director at Siegel+Gale London, developing programs for McLaren Automotive, American Express, Fabergé and Sainsbury’s.
Dan is passionate about the genesis as well as the transformation of businesses through strategic design, and is committed to a collaborative way of working that builds client relationships while inspiring the design team. His work has been recognised with international design accolades and he’s been a speaker and member of the jury at creative festivals and awards in the UK, Italy, Dubai and most recently Singapore.
Dan holds a B.A. in Industrial Design and Graphic Communication from the Catholic University of Rio de Janeiro as well as a Masters degree in Integrated Marketing from the Westminster Business School in London.

Severine Vauleon
Global Brand Vice President

Severine Vauleon is the global lead for LUX, a Unilever beauty business worth over 1Billion Euros. As the lead, she oversees all aspects of the business, from marketing to innovation.

For over two decades, Sev has been recognized as one of Unilever's most progressive leaders. She is known for her collaborative and empowering belief in borderless creativity. Her role is pivotal for transforming LUX into the world's second most penetrated beauty brand and the top 15th most chosen FMCG brand.

Sev is a creative pioneer with over two decades of global experience, working in Sydney, Paris and Singapore. Under her leadership, LUX has received significant recognition encompassing numerous creative, effectiveness and innovation awards such as the New York Festivals, LIA, SMARTIES APAC, Adfest, as well as Cannes and The One Show shortlists.

Spark Xu
Senior creative manager
The Coca-Cola Company

Rooted in brand strategy, inspired by design thinking, Spark Xu is a qualitative researcher and an energy giver. He is currently the Senior Creative Manager at The Coca-Cola Company where he leverages the power of creative communication to inspire long-term brand growth.

An international award winning brand strategist, Spark is a frequent speaker at industry and university events. Prior to the Coca-Cola Company, he was the brand strategy lead at the celebrated boutique design agency Jones Knowles Ritchie.

Atsushi Yamada
Creative Lead
BuzzFeed Japan

With a background in graphic design/art direction, Atsushi Yamada has a wide range of creative experience in advertising, branding, print, and digital. Previously working in the UK, he currently leads a creative team at BuzzFeed Japan—an online media company where he is responsible for creating native advertisements for external clients. He continues to challenge himself with innovative content that attends to both the client and the viewer’s needs in today’s society.


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