• Transform magazine
  • January 29, 2023


North America

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 Olivia Connelly at oconnelly@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.


Enshalla Anderson
Director, Global head of brand and creative
Google Cloud

Enshalla’s career has taken her from Wall Street to management consulting to “agency land”—with stops along the way in New York, London, Istanbul, and Caracas. And now as the Global Head of Brand Strategy and Creative for Google Cloud, Enshalla is growing brand love for Google’s fast growing cloud portfolio.

Enshalla earned her BA in History from the University of Pennsylvania, and her MBA from Harvard Business School. When not working, Enshalla is busy with her husband and  two sons, who share her passion for Star Wars and Marvel.

Ivan Cayabyab
Executive director, head of global brand management
Morgan Stanley

Ivan Cayabyab currently works as the Head of Global Brand Management for Morgan Stanley, leading all brand strategy and visual identity initiatives. He joined Morgan Stanley in 2015 from Yahoo, where he worked as a Senior Global Brand Manager, leading the rollout of a new logo and identity system. Prior to Yahoo, Ivan spent six years at GE Corporate, helping to grow GE’s image as one of the world’s most innovative B2B brands, and two years at Sterling Brands, where he managed a number of strategic and design projects for iconic brands such as Target, Disney, IBM and Ben & Jerry’s.

John Gambell
Senior critic in graphic design
Yale University Printer

John Gambell is the Yale University Printer and Senior Critic in the Yale School of Art. He serves as the university’s visual brand manager and coordinates Yale’s most visible graphic design, wayfinding, and branding projects. Prior to 1998, Mr. Gambell operated a studio in New Haven, Connecticut, that designed print publications as well as websites, sign systems, and commercial packaging. His work has been recognized with awards from the American Association of Museums, American Association of University Presses, and others.

Conall Gribben
Brand communications lead
Liberty Latin America

Conall is a senior brand communications professional, with experience from leading brands in the UK, US, Latin America and the Caribbean. At Liberty Latin America, he leads brand, marketing & communications for the small business segment across 16 Caribbean countries, including the roll out and brand development of the new Flow Business brand. He is also the Co-Chair of Liberty Latin America’s LGBTQ+ Employee Resource Group. As culture and employer brand lead, he developed the company’s vision and employee philosophy, gleaning employee insight from markets across Latin America and the Caribbean to launch a dual-language, global careers site covering eight sub-brands of parent company Liberty Latin America. Conall is originally from Northern Ireland. Prior to relocating to the US in 2019, he worked at telecoms companies Virgin Media, Openreach and BT in London in a variety of senior brand, communications and digital roles.

Jennifer Harrington
Director of marketing
Blue Note Entertainment Group

Jennifer Harrington is the Marketing Director for Blue Note New York (Blue Note Entertainment Group) and oversees the marketing strategy and brand experience for the jazz club, Blue Note Jazz Festival, and Blue Note Travel while ensuring brand cohesion among global live music & entertainment partnerships. Her passion for the music industry is working with independent music artists and brands.

Prior to working at Blue Note, Jennifer held roles in marketing and branding at Primephonic, a classical music streaming platform and Orpheus Chamber Orchestra. Jennifer is based in New York City.

Toby Jarvis

Toby Jarvis is the founder of UK Music Agency: A-MNEMONIC Music.  They specialise in creating memorable, original music for brands, advertising and entertainment tv.  Jarvis and his team of eclectic creatives have developed brand sound with clients as as diverse as: Pago FX, Getir, TalkTalk, The Guardian, Bubu and BBC. 

Possibly the only music producers to turn a 5” sonic logo into a UK number 1 album track with “Theme from Love Island”.

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.

Amanda Kicera
Senior director of club branding
Major League Soccer (MLS)

Amanda is Senior Director of Club Branding at Major League Soccer (MLS) where she primarily supports the League’s 27 Clubs with brand development. From helping existing Clubs clarify their purpose to building new-to-world expansion brands and league extensions, Amanda is passionate about creating emotional connections that strengthen fan engagement and contribute to growing the world’s sport in North America. Previously, Amanda specialized in brand strategy at FutureBrand, working across a variety of sectors. She has built brands for a range of clients including American Airlines, Molson Coors, Pitney Bowes, Exelon, AB InBev, Johnson Controls, Axalta, Casella Wines and Tupperware.


Victoria Kurzweg
Brand strategist

Victoria Kurzweg is a brand strategist at Microsoft with an eye towards how branding integrates with emerging technology. Her work focuses on cybersecurity, cloud computing and mixed reality, partnering with other disciplines to build multidimensional product brands as the role of immersive technology expands in our everyday lives.

Victoria came to Microsoft with wide-ranging expertise, including a number of companies that are pushing today’s technology forward. While at the brand consulting firm Siegel+Gale, she developed positioning and brand architecture strategies for Fortune 500 companies including Google, Visa, Hewlett Packard Enterprise and semiconductor producer Global Foundries.

A hands-on builder and creator, Victoria’s multi-disciplinary approach has also been influenced by her experience in web development, public affairs and journalism. She earned her master's in history of international relations from the London School of Economics and currently resides in Los Angeles.

Tiffiny Lai
Senior Manager of Brand and Creative Design
Canadian Football League

Tiffiny is the Senior Manager of Brand and Creative Design at Canadian Football League. She leads the continued growth and strategy of the CFL Brand while implementing Brand Governance and Compliance processes leaguewide. Tiffiny works collaboratively across 9 CFL teams to operationalize brand insights and shift leaguewide brand perceptions.

Prior to working at the CFL, Tiffiny worked with the National Basketball Association (NBA) and Maple Leaf Sports and Entertainment (MLSE) across a handful of business verticals including: Licensing, Global Events, Marketing and Community Relations. This breadth of experience has fortified Tiffiny’s knowledge and insights within the Brand Space along with establishing connections with Global Brands including: Nike, Mitchell and Ness, and New era.

Tiffiny is a strategic and creative minded professional who constantly seeks new ways to authentically transform Brands and Brand perceptions.

Kent Lam
Brand strategist

Kent Lam is a brand strategist at Twitter, managing brand expression across campaigns and the platform experience. Kent came to Twitter from Audible, where he developed creative positioning and messaging for product marketing, member engagement, and new business initiatives.

Kent has agency-side experience as well, having led a number of brand voice, brand messaging, copywriting, and naming projects at CBX, Interbrand, and Lippincott. His strategy and creative work has shaped brands in industries from food and beverage and beauty to healthcare and telecom.

Melissa Lim
Regional head of brand and marketing, Europe & Americas
Standard Chartered Bank

A strategic marketer that is focused on client experience to drive business growth. Melissa has lived and worked in Melbourne, Sydney, Singapore, London and New York. She currently is the Regional Head of Brand & Marketing for Europe & Americas for Standard Chartered Bank where she leads the strategy and development of targeted B2B and Private Bank/Wealth digitally-led marketing campaigns to elevate brand awareness and drive client engagement across 13 markets. Prior to this, she worked in banking in transaction banking and capital markets.

Sarah Mahoney
Senior brand manager

Sarah currently works as a Senior Brand Manager on the Target Home Goods Team where she thrives on opportunities to build incredible brands for our guests. Prior to Target, Sarah worked agency-side across a variety of clients including Jeep, Dove, and Samsung. Her background is in brand strategy where she drove the development of creative communications ranging from brand positioning and purpose to campaigns across TV, OOH, and digital. Sarah grew up in Excelsior, MN but lived and worked in Manhattan and Boston before relocating to Chicago in 2021.


Jess Marie
Creative director
Formerly Design Bridge

Jess is an award-winning New York-based Creative Director with a passion for big ideas that are thoughtfully executed. With 20 years’ experience working in the US and the UK, Jess’ diverse brand design expertise spans multiple categories; from premium drinks, snacking and beauty brands through to pharmaceuticals and more.

Jess is also passionate about mentoring up-and-coming creative talent and supporting the drive to increase diversity in the creative industry. 

Glenn Pajarito
Head of brand and creative

Glenn has led creative work for hundreds of the world's largest brands both in house and on the agency side. He started as a graphic designer 18 years ago and now leads all disciplines of creative and marketing. Glenn lives in NYC and is currently the VP, Brand & Creative at Casper, the D2C sleep brand. Before Casper, Glenn was the global head of branding at Citigroup and has served as chief creative at several agencies in design, advertising, PR, digital and experiential.

Sarah Pendrith
Vice president, Global brand and communications

Sarah is the VP and Head of Global Brand and Communications at Colliers, a leading diversified professional services and investment management company with 17,000 people in 62 countries. Prior to joining Colliers, she was the Managing Director of Global and Communications Strategy and Global head of Brand at KPMG International where she led a global rebrand across 100+ countries.

Jessica Pollock
Senior Brand Manager
Capital One

Jessica Pollock is a Senior Brand Manager at Capital One, leading a dynamic portfolio of mass brand campaigns, social media & content marketing, corporate social responsibility, and marketing research for the Canadian line of business. Prior to working at Capital One, Jessica worked in a variety of marketing roles for different brands under Loblaw, including President's Choice and President's Choice Financial. Some of her fondest experiences in the industry have been seeing large-scale brand campaigns through from start to finish. There's nothing like the satisfaction of carving out a strong brand strategy, finding the right insight to build a campaign, going through creative development and production with agency partners, fine-tuning media planning, and seeing it all come to life in-market. However, winning the hearts & minds of consumers is the greatest reward of all.

Victoria Probert
Creative director of brand voice
Victoria's Secret

Victoria is a Creative Director guiding the Brand Voice team and the Beauty category at Victoria's Secret under AVP Andrea Linett's leadership, helping to craft a relevant tone for the iconic brand as they move into an inclusive future. Her portfolio includes the first-ever women-driven photo bank for Dove in partnership with Getty Images and GirlGaze, profiles of The New Yorker’s most iconic work, a branded documentary film on Apple+, audio Alexa activations for LEGO, and more. Victoria’s award-winning creative includes accolades from Cannes, D&AD, The Effies, The One Show, & The Jay Chiat Awards.


Keum Roling
Manager, Employer Brand & Talent Marketing

Keum Roling leads the global employer brand and talent marketing team at lululemon. In this role, he drives strategies to help attract, retain and engage diverse talent and helps market the entirety of the lululemon employee experience, sharing #lululemonlife and creating #JobLove.

Prior to joining to lululemon, he held various roles across a number of companies including Senior Advisor and Spokesperson at the Dutch Embassy, and has experience leading Global PR and Communications functions, managing Corporate Brand and Employer Brand strategies, and producing large scale events and theatre productions. Keum has lived and worked in the Netherlands, Cypress, South Korea, United Kingdom, Belgium and Canada.

Matt Sia
Creative director

With almost two decades of design agency experience, Matt brings a range of skills from a background of brand identity, packaging, fashion and advertising to his role as the Creative Director at Pearlfisher New York.

As a designer, collaborator and leader, Matt seeks to elevate his amazingly talented team, encouraging a culture of challenging category conventions and celebrating big ideas. He has led a range of projects for both challenger brands and icons, from innovations such as hum by Colgate and Tecate ALTA to premium spirits for Diageo, Campari and Beam Suntory. Most recently, he had the privilege of partnering with McDonald’s to lead the global redesign of their packaging. Matt believes there’s something special about creating emotional connections with an audience through visual language, which pairs perfectly with his passion for storytelling.

Dennis Thomas
Senior director, global branding

Dennis Thomas is Senior Director, Global Brand at SAP, managing all aspects of design and visual experience for the past 10 years. Prior to that he has spent over 25 years with Brand Identity agencies such as Siegel + Gale, Wolff-Olins, and The Brand Union. He brings brands to life through a process both strategically driven and simultaneously visually rich and innovative, assuring consistent expression and alignment across all touchpoints in all media.

He has designed and implemented programs for Caterpillar, Pfizer, American Express, DuPont, the Ford Foundation, HP, U.S. Air Force, American Express, Harley-Davidson, 3M, Dell and Caterpillar.

All things visual, particularly how images infiltrate and affect our experience and culture every day, continue to fascinate Dennis.

Gemma Verdú
Director, global brand communications

Gemma A. Verdú is the Global Brand Communications Director for Gap. She has fundamental experience in brand strategy and communications, and is always striving to create new and unseen campaigns and activations in the world of fashion. As a Gap Global Brand lead, Gemma’s focus is to inspire consumers through all brand touchpoints, including digital, social, retail, media and PR, challenging cultural and creative boundaries during unprecedented times. 

Before her work at Gap, she has held different positions at various lifestyle and sports brands like adidas Originals or Reebok followed by some time at Netflix as part of their Creative Partnerships department. Gemma is also experienced in the work on agency-side, from PR agencies to traditional advertising such as the agency Villarrosas. Gemma Verdú is a creative communications professional, who always looks for ways to influence people and culture.


Mollie Wilkie
Sr. creative director, nerf and sports action

A talented Creative Director with 20 years of brand experience leading highly effective teams to produce successful and disruptive integrated marketing campaigns for Fortune 500 companies, Mollie is the Sr. Creative Director on Nerf at Hasbro and former Creative Director for the NFL.

A fearless and inspiring storyteller, Mollie uses strategic thinking and a sophisticated design sense to innovate, challenge and motivate. Her fresh approaches deliver the best business results while maintaining brand value and integrity. Mollie believes a simple smile opens doors and smart design opens minds; a strong team changes thinking and a solid leader changes attitudes. She likes smart design, bad puns, and sexy type


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