WEDNESDAY 27 JAN 2010 11:43 AM


Communicate magazine has announced the shortlist of the inaugural Transform Awards, the UK’s only awards for rebranding and brand transformation. The Transform Awards, a celebration of the best in rebranding, brand rebuilding and brand transformation, are organised by Communicate magazine, and were judged by a panel of branding experts, communications practitioners and academics.

The founder of The Transform Awards and Communicate’s publisher, Andrew Thomas, said “Much is at stake in the rebranding process. In some cases nearly 60% of a commercial group’s value lies in its brand, and with any organisation the brand is at its reputation’s heart. Any process appearing to take an organisation in a different direction carries risks. Explaining the importance for change to all stakeholders, from customers to employees, suppliers to investors, cannot be taken lightly. This practice has not been properly benchmarked or recognised in the past, and professionals who often achieve outstanding results are rarely acknowledged for their work.  Our awards have created an industry-wide benchmark, and will give teams the recognition they deserve.”

The winners will be announced at a special dinner on the 2 March.

The shortlist is as follows.

• Best overall visual identity
Akzo Nobel, Direct Gov, Reckitt Benckiser

• Best brand architecture solution
The Co-operative

• Best use of copy style/tone of voice
Action for Children, Parasol

• Best use of web/digital
BCS, The Chartered Institute for IT

• Best campaign to advertise a corporate rebrand
Action for Children, Aviva, The Co-operative

• Best internal communication of a rebrand
Action for Children, Aviva, Reckitt Benckiser

• Best implementation of a rebrand
Grant Thornton, Pontis, RSA

• Greatest likely business impact of a rebrand
Holiday Inn, Morrisons

• Best evaluation process
Action for Children, Grant Thornton, The Co-operative

• Best corporate rebrand following a merger or acquisition
Akzo Nobel, Thomson Reuters

• Best corporate rebrand to reflect changed mission/values/positioning
Aviva, Citroën, Parasol

• Best corporate rebrand for a spinoff/new company
ITFC/Islamic Development Bank,

• Best rebrand from the public sector
Kings Health Partners, Petroc

• Best rebrand from a not-for-profit organisation
Breakthrough Breast Cancer, Breast Cancer Care, ITFC/Islamic Development Bank, Peace Direct

• Best national rebrand
Access Self Storage, Aviva, The Co-operative

• Best regional rebrand

• Best rebrand of a service

• Best rebrand by sector
Akzo Nobel, Aviva, DSGi/Currys, Grant Thornton, Parasol, Reckitt Benckiser, Rothschild Private Banking and Trust