Brand strategy is often dictated by a company’s location, its reach; whether national, international or global, and its target audience. Different markets respond in different ways to the various components that make up one complete brand, and global brands must find a way of communicating their unique brand consistently across all of these different markets.
The Transform Awards, an accolade that recognises excellent branding across Europe, the Middle East, North Africa and in the Asia Pacific region, rewards brand development strategies that are commendable within their own region, while also serving as best practice examples on a global scale.
The shortlist for the inaugural Transform Awards Asia-Pacific has been revealed giving us a peek into some of the region’s top branding projects over the last year. The list reflects the breadth of talent in the region with Indonesian, Chinese, Australian and Cambodian agencies and in-house teams among those shortlisted.
The awards recognises best brand development by sector, and commends various aspects of a rebrand such as copy and visual property. Thoughtful strategy and outstanding brand implementation are also covered by the 25 categories.
Clara Lo, marketing manager at Chilled Business, Nestle Hong Kong says, “Acti-V was a good challenge for both Nestle and Elmwood given a very short turnaround time to complete the design. Elmwood showed their professionalism throughout and the design has proven to be well accepted by both internal and external audiences. We are thrilled to have been nominated for a Transform Award in recognition of this work.”
The winners of the 2014 Transform Awards Asia-Pacific will be announced at a ceremony and gala dinner held inHong Kong on 19 November. The event will give all the nominees a chance to mingle with their industry cohorts, while rewarding themselves for the quality work being celebrated on the night.
Transform magazine’s publishing editor, Andrew Thomas, commented: “The strength of the inaugural Transform Awards shortlist highlights the excellent brand work that is coming out of theAsia Pacific region. Benchmarking the submitted work was an exciting process and we’re looking forward to unveiling the results on the 19 November.”
The awards will be preceded by the Transform Asia-Pacific Conference, a half-day event focusing on brand development challenges and opportunities in the region. The programme includes sessions on brand strategy, marketing, typography, brand evolution and branding across different cultures. The agenda is packed full of speakers from across the region and beyond such asBob Neville the global retail creative director at New Balance,Pinky Lee, the marketing director ofSuning and Bruno Maag, founder of typography company Dalton Maag. Details of the conference can be found at: http://www.transformmagazine.net/conference1/transform-conference-19-nov-hong-kong/
Transform Awards Asia Pacific 2014 shortlist
BEST USE OF A VISUAL PROPERTY; PHOTOGRAPHY/ ILLUSTRATION/DIGITAL
Gottex and Living Group HSBC Now and MerchantCantos Murata and Living Group Stevenson, Wong & Co. and Living Group Swire Properties and Brand Union
BEST BRAND ARCHITECTURE SOLUTION
Legrand and Labbrand
BEST USE OF COPY STYLE/TONE OF VOICE
Bluewater and Rocket Content Marketing FWD Hong Kong and Macau and Jack Morton Worldwide Sijahtra and MADE
BEST BRAND EXPERIENCE
Asian Paints and FITCH Fossil Group and StartJG Harbour City Estates Limited
BEST USE OF PACKAGING
Evorie and Labbrand Nestle and Elmwood Sijahtra and MADE
BEST EXTERNAL STAKEHOLDER RELATIONS DURING A BRAND DEVELOPMENT PROJECT
Bluewater and Rocket Content Marketing
BEST INTERNAL COMMUNICATION DURING BRAND DEVELOPMENT
HSBC Now and MerchantCantos Swire Properties and Brand Union
BEST IMPLEMENTATION OF BRAND DEVELOPMENT
Dr Geoff Wilcsek The Oculoplastics Centre and Synsation Brand VIV and Landor Winning Appliances
BEST IMPLEMENTATION OF A BRAND DEVELOPMENT PROGRAMME ACROSS MULTIPLE MARKETS
Bluewater and Rocket Content Marketing Vietnam Airlines and JWT
BEST CREATIVE STRATEGY
Fossil Group and StartJG Suning and StartJG Winning Appliances
BEST BRAND EVOLUTION
Anchor Beer and ComZone Fossil Group and StartJG Suning and StartJG University of New South Wales and Synsation Brand Winning Appliances
BEST STRATEGIC/CREATIVE DEVELOPMENT OF A NEW BRAND
Club Med and Labbrand Coles and Elmwood Hotel Jen and fluid Latitude Brokers and Unison Creative Sijahtra and MADE
BEST CORPORATE REBRAND FOLLOWING A MERGER OR ACQUISITION
Bluewater and Rocket Content Marketing VIV and Landor Zuellig Pharma and StartJG
BEST BRAND DEVELOPMENT PROJECT TO REFLECT CHANGED MISSION/ VALUES/POSITIONING
Bank of Queensland and BWM HSBC Now and MerchantCantos Swire Properties and Brand Union
BEST REBRAND OF A DIGITAL PROPERTY
Anglo Chinese Group and Sedgwick Richardson Li Fung and Sedgwick Richardson MovePlan Group and 400
BEST VISUAL IDENTITY FROM A CHARITY, NGO OR NFP
Kely Support Group and StartJG Plastic Free Seas and Brand Union
BEST VISUAL IDENTITY FROM THE FINANCIAL SERVICES SECTOR
Astra International and Makki Makki Gottex and Living Group
BEST VISUAL IDENTITY FROM THE INDUSTRIAL AND BASIC MATERIALS SECTOR
OPPLE and Labbrand
BEST VISUAL IDENTITY FROM THE PROFESSIONAL SERVICES SECTOR
Stevenson, Wong & Co. and Living Group
BEST VISUAL IDENTITY FROM THE RETAIL SECTOR
B&Q China and FITCH Fossil Group and StartJG TianHe and FITCH Winning Appliances
BEST VISUAL IDENTITY FROM THE TECHNOLOGY, MEDIA & TELECOMMUNICATIONS SECTOR
Multivision Plus and Flux Design Murata and Living Group
BEST VISUAL IDENTITY FROM THE TRAVEL & LEISURE SECTOR
Air Asia and The Partners SEAMARQ and Landor
BEST OVERALL VISUAL IDENTITY
All companies shortlisted for the best visual identity in their sector have been put forward to win the overall visual identity prize. This will beannounced on 19 November at the ceremony inHong Kong.
The winner of the Grand Prix will be announced at the ceremony on 19 November. All entries on the shortlist are candidates for the prize.