• Transform magazine
  • September 26, 2022



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 our two agency slots.

We will also welcome two audio branding experts to join the panel to review our audio branding category 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 Tabby Morrison at tmorrison@transformmagazine.net with a short biography for consideration.



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


Saskia Boersma
Head of brand and events
London Fire Brigade

Saskia has over 20 years’ experience in brand management, specialising in the cultural and commercial development of heritage and design collections including commercial brand development, product development, retail both shop and online, licensing, intellectual property rights, brand extension, marketing, events, restaurants/cafes and the commissioning, implementation and marketing of art, design and cultural programmes to raise brand profile and promote brand heritage. She established an unusual approach to commercial development in championing great design and raising brand profile through innovative brand collaborations.

Chris Booth
Creative director
LEGO group

Chris has been in the creative industry for over 20 years, working on branding, campaigns, concept development and shopper / retail marketing. As Associate Creative Director at The LEGO Group (London) he is also responsible for team development, creative education and helping to recruit new, diverse talent into the Agency.

Jovan Buac
Global lead – Brand identity, creative and product design
Virgin Atlantic

Jovan has spent many years at leading agencies in design and communication, including M&C Saatchi, JKR and Landor & Fitch. He has led global brand transformation programmes, being a trusted partner to client teams on topics including visual identity, retail, sustainability and innovation. His past experience spans likes of Panasonic, Unilever, AB InBev, P&G and Atlantis Resorts. Over the years, Jovan has helped teams win numerous design awards including DBA Design Effectiveness, Transform Europe, New York Festivals and a Marketing Week Award. Jovan now leads the global creative output for the iconic Virgin Atlantic and believes in creating dynamic and inclusive creative teams, where ideas and people can flourish.

Maxime Derrien
Brand Strategist

Maxime is a Brand Strategist at Twitter, passionate about creating meaningful ideas & campaigns on behalf of the world’s top brands, such as adidas, Mondelez, Square Enix, as well as organisations making an impact for good.

After five years working at Twitter, both in Paris and London, Maxime has led on campaigns that not only had a substantial business impact and won industry awards, but also genuinely sparked conversations and interest, within their audience and beyond.

Rachel Hom
Creative Strategist

Rachel is a creative strategist whose professional background spans industries from tech, to burgers, to beauty, and is well versed in consumer facing media like traditional advertising, experiential design, and digital platforms. Raised along the West Coast of the United States and based in the Netherlands, she's worked in-house and with agencies to transform some of the world’s most ambitious brands. Her perspective is drawn from a keen eye for culture, business opportunities, and best-in-class creativity that is both insightful and actionable. Rachel has an omnivorous appetite for creative energy—living off jazz shows, playing music, science & culture podcasts, hustling cocktails, swing dancing, and illustration.

Helen Jones
Creative Director

Helen has over 20 years' experience in the creative industry. From starting up ad agencies to working at the big hitters, her career has covered all areas of advertising, experiential, film and social content. More recently she has gone in-house to set up a creative agency for Shelter, where she leads a team of talented creatives, producing work that rivals the very best out-of-house agencies.

Matthew Leopold
Head of brand, PR and content marketing

Matthew is a branding specialist.  With a background in PR and sponsorship, he has extensive experience creating go-to-market brands for large and small businesses.  He has led brand, CSR, PR and sponsorship teams for a number of blue chip companies, including British Gas, Centrica and Lexis Nexis (Part of RELX plc).  He has also led global brand for the US tech giant, RingCentral Inc.  Matthew is a non-executive director of the European Sponsorship Association – furthering the role of sponsorship across Europe.  

Rose Liendl
Group head of brand

I’ve spent almost 16 years in ‘the world of brand’ and am grateful to have found my tribe early in my career. Brand strategists are a curious bunch who need to delve, unpick and get as close as possible to a brand. It’s this innate curiosity that’s led me to work with businesses including Google, Three, and Drax.

When not discussing the intricacies of brand strategy and explaining how it’s really ‘the glue’ of any business, I’ll probably be debating climate change. The world needs to act, and we must collectively embrace the challenges to reach critical net zero targets. Fortunately, my views align with the ambitions of Drax, where I’m very proud to work. As the UK’s largest renewable power generator, Drax is committed to tackling climate change head on. By harnessing Bioenergy with Carbon Capture Storage (BECCS) technologies, we’re aiming to go beyond net zero to reach carbon negative status by 2030.

Away from work, you may find me pondering life at Tate Modern, or very likely hanging out with my super-groovy dog, Louis (100% Poodle).

Sectors and experience include both B2B & B2C spanning renewable energy, technology, telecoms, media, digital video, brand design, professional services, healthcare, higher education (fashion and design) and public sector - across EMEA, Asian and American markets.

Katarzyna Malinowska
Senior marketing manager
Suez UK

Kasia leads the marketing and customer insight team at SUEZ. Her role is focused on development and delivery of long-term, strategic plans to continuously boost the brand's recognition and protect its reputation. In her role she is defining SUEZ’s approach to customer communications and promotion of services to prospective audiences, while continually and consistently communicating the brand's identity and values in meaningful and engaging ways. Working for a global brand, Kasia has over 15 years’ experience in waste and resource sector, and specialises in communications, marketing and more recently customer experience.

Yasmin Mukhida
Head of brand marketing

Yasmin started her career agency-side, and spent a number of years in account management with clients such as Linda McCartney Foods, Lloyds Bank, Aviva & Premier Inn. In 2015 she went client-side to pursue a passion in hospitality brand strategy & marketing at London’s largest hotel owner-operator in 2015, working on a number of hotel openings such as Amba hotels, Thistle Express and Hard Rock London. In 2017, she joined Premier Inn to specialise in Brand Strategy. Since then she has gone on to lead the brand marketing agenda for the FTSE100 brand, launching the new brand platform and repositioning ‘Rest Easy’ which won YouGov’s ‘Advert of the Month’, achieving the highest uplift in Ad Awareness of any brand in the UK with a 9-point rise to 16%. During her time at Premier Inn, she’s also co-created branded concepts such as their new upgrade rooms, Premier Plus, the trial super-budget hotel concept, ZIP, and Premier Inn’s bedding range, ‘Premier Inn at Home’. She heads up a multi-disciplinary team of 14, which includes an in-house creative team. Yasmin is committed to building an inclusive brand strategy and is part of Whitbread’s Race, Religion & Cultural Heritage Steering Committee, and also participated in the inaugural WiHTL (Women in Hospitality, Travel & Leisure) ‘Ethnic Minority Future Leaders’ programme.

Bruno Singulani
Global brand identity and design

Stephanie Toumazis
Brand development strategist

Stephanie is a Client Services Manager at BuzzFeed, project managing branded campaigns from start to finish, and ensuring client satisfaction at the highest level. Using her experience in both Sales and Marketing, she works on a wide range of projects, from mouth-watering recipe videos with Tasty, the largest global digital food network, to larger-scale productions with talent such as Big Narstie, she is known for keeping calm under pressure, as well as having strong relationships with blue-chip companies such as Disney, Diageo and Mondalez.

During her 5 years at BuzzFeed, she has made a huge impact, by using her passion for problem-solving to change multiple processes, that have not only increased productivity in the UK office but have also been implemented worldwide. She also finds time to organise multiple office events throughout the year and is known for hosting epic quizzes that get more elaborate each year.


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We'd love to hear from you! Email Lauren Ditcher at lditcher@transformmagazine.net or call the office on +44 (0)20 3950 5356.