Our work to rename our organisation and develop service line descriptors to better reflect the breadth of work we undertake was entered into three awards categories: Best naming strategy, Best brand consolidation and Best brand development project to reflect changed mission, values or positioning.
- Best naming strategy: this award honours innovation in naming. It is for the most appropriate new name for a new brand, rebrand or brand extension or where an organisation can demonstrate a clear and well thought through naming strategy.
- Best brand consolidation: this award is for the most effective alignment of individually branded elements and sub-brands of an organisation.
- Best brand development project to reflect changed mission, values or positioning: this award is for the best repositioning of an organisation to reflect a new approach to its business.
There was stiff competition with agencies large and small from across Europe and all sectors showcasing their work for clients such as Unilever, Waitrose, Dr Martens and some other arm’s length bodies, plus the Department for Transport and UK Parliament.
The Transform Awards judges acknowledged that our naming strategy ‘gives the organisation a collaborative, open minded and clear remit.’ And that our consolidation was supported by ‘the clarity of the brand and messaging’ saying that ‘quality helped drive home the brand’s positioning.’ They also praised our new identity, saying that it ‘fits with the NHS and is clear, feels transparent and approachable. A good match to its purpose and mission.’