• Transform magazine
  • January 29, 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 Tabby Morrison at tmorrison@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.

Christian Baun
Graphic Designer & Creative Director

Christian Baun has worked as a professional graphic designer and Creative Director for more than 30 years. Christian is one of the graphic designers who has designed the most logos in Scandinavia (300+ logos). He has been around the world as a jury member (New York, Tokyo, Milano, Düsseldorf, Montréal) and he has won numerous awards himself. Christian Baun:” When I judge graphic design, I look for things like: ’Is it original, relevant, inspiring? And then it must be sublime and thoroughly executed. I find it incredibly instructive and very inspiring to be a jury member - I love it”

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.

Mia Terese Duelund
Director, Head of brand, marketing and communications
KPMG Denmark

Well-rounded Marketing, Brand and Communication professional with extensive experience from both NGO’s, PR, the Advertising industry and latest at the CMO - Head of Marketing, Brand and Communication at the management consulting firm KPMG in Denmark. Mia has co-created several nationwide campaigns for many of the biggest brands in Denmark.

Apart from a deep knowledge of communication and branding, Mia is also a skilled leader and have in present and previous jobs restructured marketing- and communication departments to create better workflows and higher employee satisfaction.

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.

Martin Hallberg
Creative Director

Martin has 25 years of experience in the creative industry and is Creative Director for Efterklang's sound house of 130 people working with all aspects of sound. Martin has been the team leader for numerous award-winning audio brand platforms for global brands covering all areas of sound in both a B2B and B2C context. With the motto, "the beep is cheap" he drives several projects with technology developers to make their products stop beeping.

Martin is a well-frequented speaker about the sonic world, a father of three and art, music, book, and basketball lover.

Mats Hedman
VD/Creative Director
Tegel & Hatt Design Agency

Swedish Art Director Mats Hedman has 30 years of experience in Graphic and Visual design. After employments as a Designer and Art Director in corporate marketing departments and agencies, he founded Tegel & Hatt Design Agency in 2015 where he holds the position of Creative Director and CEO. The award-winning agency collaborates with clients like the Swedish Arts Council, Publishing House Natur & Kultur, Swedish Trade Organisation, The Expo Foundation, Swedish Society of Composers, among others. Mats Hedman has been artistically responsible for several international activities and events promoting Sweden abroad, and Art Director for the international Publication Book bird (2013-2019).

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.

Steve Keller
Sonic Strategy Director

Steve Keller is Sonic Strategy Director for Studio Resonate, XM Media’s in-house, audio-first creative consultancy, offering support to brands that advertise on the Pandora, SiriusXM, Stitcher, and Soundcloud platforms. He is recognized as one of the world’s leading authorities in the field of audio branding, blending art and science into award winning audio strategies and creative content for a variety of global agencies and brands. With a degree in psychology and over 30 years of experience in the music and advertising industries, Steve’s work explores the ways music and sound impact consumer perception and behavior, and his research can be found in the Journal of Advertising Research, Frontiers in Psychology, WARC, Music and Medicine, the Journal of Gastronomy and Food Science, and the Journal of Food Quality and Preference.

Clara Lee
Vice President of Brand

Clara Lee joined Neste in March 2021 as Vice President of Brand to take the Neste brand to the global stage. She is a brand builder and marketer with more than two decades of experience, having held positions in brand, marketing, and go-to-market in Nokia and several international advertising and brand consultancies. A Singaporean who has lived in Finland for 14 years, Clara is also a technology and food enthusiast.

Anders Lidström
Product Marketing Manager

Anders Lidström works as a marketing manager for Google where he focuses on inspiring brand advertisers to build brands with YouTube in Northern Europe.

Before joining Google Anders worked as a strategy consultant advising high-tech growth start-ups on all things marketing and PE/VC firms on growth strategy for their portfolio companies.

A Swedish native, Anders has a Master in Industrial Management & Engineering from the Royal Institute of Technology and a B.A. in Economics from the Stockholm School of Business.

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.

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.

Pantharee Yordsree
Head of Marketing and Digital Communications

Pantharee is a passionate result-driven leader and innovative thinker who want to make a difference and support the growth of others. Today she leads a Global Marketing and Digital Communications for Huhtamaki Oyj, based in Finland.

Before joining Huhtamaki, she worked for Tetra Pak for six years, both at the headquarters in Sweden and Asia, holding multiple leadership roles in Communications: Internal, PR & Branding, Digital & Sustainability. In her past 15 years of experiences across Asia, the Middle East, and Europe, she also worked in Sales, Marketing, Business Development in an agency and property management company.

Mathias Brandt Zaric
Head of brand design
IF P&C Insurance

Mathias Brandt Zaric is Head of Brand Design at If P&C Insurance (If); responsible for the visual brand identity and part of If’s global brand and communication unit, driving and managing key initiatives across business areas and markets to develop and implement If’s brand identity and strategies. 

With 20 years of experience, working with brand development and marketing, he’s crafted and evolved his visual, creative and strategic skills. His various work has won awards; the latest being If’s new visual identity where he’s lead the development and implementation.


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