Transform Magazine

Emily Kircher, partner and chief marketing officer at HLK, discusses how some of the strongest brand positioning is found by identifying something an organisation already does remarkably well and making its value impossible for customers to miss. When a brand needs to differentiate itself, we instinctively look outward. We analyse competitors, search for white space, study culture, speak to customers, or seek out an unmet need nobody else has claimed. All of that is important.

Research, design and a bigger brand vision Seeing the disconnect as an opportunity, the agency brought on a research partner in ASSOBIO (Amazon Socio-Bioeconomy Business Association), which conducted research with stakeholders throughout the region – residents, business owners, tourism entities, governments and more. Bastos’ team set out to develop a design product that could spark a larger brand that could ultimately benefit the people of the region and country.

Alex Blyth, co-founder of Red Setter, believes it’s time for leaders in brand design to step up and become more visible to the world. Here, he outlines why failing to do so leaves the entire industry misunderstood and undervalued. What has Berkshire Hathaway lost with the retirement this month of its legendary leader Warren Buffett? For more than 60 years he has led the firm, growing it from a small textile business to one of the most successful investment vehicles in the world.

James Potter, chief operating officer at Monotype, argues that brand consistency cannot be understood from guidelines alone. To see where an identity strengthens or fragments, leaders need to follow how work moves through their organisation. When I sit down with a customer to understand why their brand remains consistent in some places but fragments in others, I rarely begin with the brand guidelines. I begin by asking how the work gets made.

About the work Australian music company and record label One Day, which is backed by EMI/Universal Music Australia, required a new identity to reposition itself as an advocate of local creativity. In completely redesigning One Day, the role of global creative innovation company R/GA was to craft a brand that honours the dreams of artists.

Global design agency Turner Duckworth is behind some of the world’s most recognisable brand identities, from Coca-Cola to Amazon and McDonald’s. Transform speaks to managing director Georgina Leigh-Pemberton and executive creative director Miles Marshall about its approach to brand design, recent work and how it continues to evolve while staying unmistakable. Transform: In March, Turner Duckworth returned to its original strapline: “Love the Unmistakable".

Heritage isn't enough anymore For centuries, universities have been able to lean on their history as a shorthand for prestige, from their ancient architecture to coats of arms and Latin mottos. While these things still signal credibility, they’re not enough on their own to persuade prospective students in an increasingly crowded and global market. "I don't think it's always wise to rebrand things with heritage; you're often better off looking to unleash it," says Manchipp.

Strategic branding and creative agency Bell has created a multi-channel advertising campaign for NHG Homes, designed to build the UK housing provider’s umbrella brand and move away from traditional scheme-led marketing. The campaign uses playful, relatable scenarios to show the freedoms of owning a home, targeting first-time buyers, renters and the ‘Bank of Mum and Dad’.

MorningStar Farms has unveiled a refreshed identity by Design Bridge and Partners, centred on its heritage, nourishment and flavour. The new system draws on the brand’s 1974 origins through warmer colours, woodcut illustrations and retro details, while simplifying the packaging architecture. With the platform ‘Where Goodness Grows’, the redesign aims to give the longstanding plant-based brand a more distinctive and expressive presence as the category evolves.

Returning to the Middle East and Africa region for a 13th year, the Transform Awards MEA is delighted to reveal its list of winners once again. As always, Transform’s winners reflect the transformative power of brand strategy and design and the awards recognise best practice in corporate, product and global brand development work. Along with being awarded a remarkable two Golds and one Bronze, Saudia Airlines and Landor capped off a fantastic evening by being awarded the prestigious ‘Grand prix’.