Further were asked to create a multichannel identity scheme and campaign that will build recognition and profile for the annual Transform Awards and conference. The identity has to work for both offers and needed to signal an upbeat purpose for the annual Transform Awards and conference – celebrating excellence in rebranding, repositioning and brand transformation.
Transform is Europe's only dedicated celebration of brand rebuilding and redesign. Judged by a jury of branding experts, communications practitioners and academics, Transform is open to all companies or agencies that have launched a rebrand between April 2009 and December 2010. Entries are welcomed from in-house corporate professionals, branding consultants, business strategists, design firms, architects, advertising agencies, non-profit organisations, and government agencies.
Andrew Thomas, managing director of Cravenhill Publishing, said: “Whilst there is no other benchmark of excellence in rebranding and transformational change it was still important for us to get instant impact, to have something that worked in print and online and, considering the audience, to develop a more lasting identity and mature strategy that we could use over the next three years. It’s early days, but we have seen, within the first 24 hours of the site going live, the ‘stickiness’ of pages viewed and time spent on the transformawards.com site considerably from our normal traffic.”
Commenting on the project, James Beveridge, Creative director and Managing partner of Further said “Communicate gave us a free hand to capture the essence of what the Transform awards are all about – celebrating excellence in rebranding, repositioning and brand transformation. We know the majority of people that see this are the ‘seen it all before’s’ so we wanted an idea that would capture their attention and leave them with a smile. Our solution was to create a logotype”.
Transform 2011 is now accepting entries for all categories- the deadline is 13 December, and all entries must be received by 23 December.
