• Transform magazine
  • June 22, 2024



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.

Lars Andersson
Strategic planner
BANG Agency

Lars is a Strategic planner at the BANG Agency working out of Stockholm, Sweden.

BANG Agency is an up and coming creative agency working with clients such as Showroom, the Swedish Armed Forces, Storytel, Desperados and Unicef.

Before mixing it up at BANG in advertising, events, PR, content, design and tech, Lars headed up creative departments at agencies such as XperienceGroup, PS Communication and Nine Yards.

Sandy Bell
Content strategy lead
Novo Nordisk

Sandy Bell is a Content Strategy Lead in Corporate Communication at Novo Nordisk. Her work is focused on raising awareness of the highly complex nature of obesity and the need for obesity to be recognised as a healthcare priority. Prior to joining Novo Nordisk, Sandy worked as a creative strategist for 10+ years at digital marketing agencies in New York and Copenhagen. Here she led teams to strategic, conceptual and executional excellence for global brands spanning FMCG, healthcare, finance and luxury. Sandy immigrated to Denmark from the US in 2011.

Joe Dickinson
Managing Partner & CMO

As WithFeeling's Chief Music Officer, Joe is renowned for his versatile composing skills, adapting to any genre and creating perfect music for any brief. Drawing from diverse influences, he excels in composing orchestral scores, authentic Arabic pieces, and commercial hits. With over a decade in the Middle East, Joe has honed his world music expertise and ability to meet strict deadlines with a positive, professional attitude.

Joe has created music for global brands like McDonald’s, Google, Nivea, and Microsoft and produced soundtracks for UAE landmarks such as Ferrari World Abu Dhabi, Dubai Parks and Resorts, and The Burj Al Arab. Notably, Joe composed the official theme song for Expo 2020 Dubai, "This is our Time." He has also built a team of over 10 dedicated composers as part of the WithFeeling Network.

Tobias Grut
Brand manager
Nordic Council of Ministers

Tobias Grut has a background from several award-winning strategic design- and branding agencies, where he’s been working with international clients from both public- and private sector, helping them in building strong brands.

Today he is heading the development and implementation of a joint Nordic place brand initiative, The Nordics, initiated by Nordic Council of Ministers and he is the driving force behind the global talk concept and podcast series, Nordic Talks.

Henrik Habberstad
Head of brand and creative

Henrik Øinæs Habberstad is Head of brand and creative in the Norwegian energy company, Equinor. In this role Henrik is strategic brand lead and oversees all creative and content across the globe. When Statoil changed its name to Equinor back in 2018 Henrik was the brand lead. Prior to joining the energy company 10 years ago Henrik had a similar role in Telenor and before that a long life a strategic planner in some of the leading creative agencies in Norway. Outside work Henrik is a passionate outdoor person enjoying skiing, hiking, cycling and camping.

Jutta Kasslin
Head of marketing
Aalto University

Jutta Kasslin is leading marketing at Aalto University in Finland. After her Master’s she worked in rebranding roles in two listed companies before returning to her alma mater ten years ago. Jutta is an experienced marketing strategist and a brand building enthusiast who is heavily customer focused. She takes pride in sharing the exceptional story of Aalto especially to younger audiences in search of their path and future career and considers the awarded Aalto University Junior branding work as her most treasured accomplishment so far. In her free time Jutta loves books, running, snowboarding, good food and good company.

Styfens Machado
Creative director

Styfens is Creative Director at Nordea, a leading Nordic bank. He is responsible for directing the creative strategy, tone of voice, look & feel, and storytelling of branding, marketing, and communication projects across the Nordic markets both from an in-house perspective and in collaboration with agencies.

He has an academic background in business communication, creativity, and media. With his multidisciplinary approach Styfens has worked from both the agency and the client side including some of the leading companies in the Nordics, such as Maersk and Novozymes.

Kat Mather
Creative & design manager

Kat has over 15 years of experience in design and visual communication – both in-house and agency. She has worked for a range of clients in a variety of industries, including; healthcare, sports and leisure, tourism, property development, and oil and gas service. Kat has delivered marketing and branding design for a breadth of channels as well as leading processes for product and service design. She is especially focused on human-centered design and how design contributes measurable business value.

Erik Thorsén
Senior brand strategist

Erik is a brand building enthusiast with extensive experience of balancing creative, analytical and strategic thinking in brand development. Today, he is a senior brand strategist at Swedbank, the leading bank in Sweden and the Baltics, where he leads insight driven brand development. With a decade’s experience as strategy consultant Erik has also long experience in helping global brands sharpen their long-term direction to create meaning and value for customers, employees and shareholders.

Alexander Wodrich
Managing director
why do birds

Alexander Wodrich founded audio branding agency why do birds in 2010. Located in Berlin, the agency employs 15 people working in music production, brand consulting, graphic and motion design. Its clients include such brands as Siemens, Hyundai, German Rail and Gore-Tex. Alexander has a degree in business and has been a musician for most of his life. Before founding why do birds, he was a member of the MetaDesign Berlin management board, responsible for the audio branding and motion graphics departments.


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