WINNER
Match Brand Strategy
by Collins, for Match
First launched in 1995, Match was a pioneer of the modern online dating scene. Now, it recognises that this scene is, for many, a source of anxiety and even panic.
As times have changed, Match identified a challenge to show what is possible by getting ready for the brand’s next adventure, based on the treasure trove of experience and knowledge it has amassed over more than 25 years. It set about identifying the most powerful and meaningful qualities of the brand and delivering them in a new way.
In a bid to become a beloved service rather than a convenient game it set out to provide a new type of offer: Romantic Hospitality. The brand describes its character as that of an effortless concierge’s wave – invisible, but deeply appreciated.
Communicated with a new logo, a new colour palette, and a new tone of voice, Match has repositioned itself to address the needs of a new generation.
The judges said: “Shows an empathetic response to the brand's audience, and the space itself. Acts as both a strategic vision and social commentary, placing user's needs at the heart of the brand.”
The Circle
by UnitedUs, for The Circle
Feminist NGO The Circle was founded in 2008 by singer-songwriter and activist Annie Lennox, and has been fighting since for positive change to address gender inequality.
In recognition of how the world has changed in recent years, incoming chief executive Raakhi Shah initiated a rebranding project that would support The Circle’s ambitions to create a lasting legacy, and to meet its goals to end violence against women and girls and support the economic empowerment of women.
A research programme resulted in a clear strategic direction for The Circle, but also recognised that the only thing uniting its activism and accomplishments was its celebrity founder.
Energised, The Circle set out to build its own identity and a clear standpoint – Global Feminism – that set it apart from other NGOs and charities. The organisation adopted the the stance that we should all aspire to be global feminists, in solidarity and action, as a “north star” to guide its work.
Cuoco – Beyond Biscuits
by The Collaborators, for Percy’s Bakery
Family company Percy’s Bakery supplies premium own-label biscuits to retailers including Harrods and Fortnum & Mason, but also wanted a brand of its own. But after a disappointing first year, it decided a rethink was in order if it was to take on rival premium biscuit brands.
Research by The Collaborators showed that the category had seen minimal innovation, with most players trading on heritage and traditional recipes – yet more than a third of snack buyers were actively looking for something new to try while shopping. The design group set out to create a new brand that was ‘beyond biscuits’.
The name Cuoco was taken from capocuoco – Italian for chef, with chocolate connotations – which set the tone for all that followed, as the group crafted a brand that sought to be bold, timeless, and unlike anything else on display in the biscuit category.
Brand Strategy
shortlisted