Sky Creative
for Sky and Comcast
This year the Sky Creative Brand Team had its most expansive output ever, continuing to evolve its master brand, creating a refreshed identity for Xfinity (part of its parent company, Comcast), and creating channel identities.
Each brief required a different response, but Sky’s in-house team sought to carefully design every solution to present the best offering to its customers. To get to its diverse output, Sky’s team of designers, producers, directors, writers, editors and strategists approached each brief from many different angles.
Sky Creative was tasked with turning its Sky Kids on-demand service into an ad-free TV channel, appealing to children aged 0-7, as well as their parents. Devising the proposition ‘with you through today’s adventure’, the team put the logo at the heart of the Sky Kids channel brand, creating 12 cohesive and ownable idents to mimic the vivid world of a child’s imagination.
With the launch of the Sky puck, the in-house team created a brand identity for Sky Stream, refencing the product through a hero diamond shape in its logo that also underpins the entire design system.
As well as launching products and designing digital journeys, Sky also supported its charity partners rebranding Kick It Out with a bold, energetic new identity centred around positive change.
The judges said: “Each project was well-conceived, rigorously planned and tested, then beautifully executed. I could watch this level of creativity all day and never be bored.”
Best In-house Design Team
HALL OF FAME WINNERS
winner
Assorted in-house projects
for Whitney Museum of American Art
In collaboration with independent Amsterdam-based graphic design studio Experimental Jetset, Whitney Museum of American Art’s director of graphic design and brand creative Hilary Greenbaum led the museum’s rebrand in 2013. Since then, Greenbaum and her five colleagues in the design team have continuously evolved and developed the identity to work across museum signage, exhibition graphics, marketing, books, retail products, educational materials, membership mailings, museum guides, and its digital platforms.
One of the team’s highlights over the last year includes developing the brand for the 80th Whitney Biennial, which is the longest-running survey of American art and has been a hallmark of the museum since 1932. The challenge was devising ‘a Biennial-centric brand as a counterpart to its foundational identity system’, celebrating its unique qualities and building recognition, says Greenbaum. In response, the in-house team designed a colourful, flexible system to be used across physical and digital platforms.
Other projects this year include the marketing materials for Edward Hopper's New York, as well as exhibition graphics for Every Ocean Hughes: Alive Side and In the Balance: Between Painting and Sculpture, 1965-1985.
shortlisted
Wise Rebrand,
for Wise
Foreign exchange financial tech company Wise undertook a rebrand this year, led by the Wise Design Team. Its challenge was seamlessly rebranding a global product used by more than 16 million people and businesses worldwide and owned by more than 40 autonomous product teams.
Using its new identity by Ragged Edge as a base, Wise Design Team sought to codify every single element of its new brand to build an entirely new brand system. To help people across the company adopt the new system, the design team built a new system site for brand and product guidance, comprising information on all the new brand elements and how they should be applied across the experience.
Wise’s DesignOps played a crucial role in rolling out of the new brand, from communicating important milestones, to holding all product teams accountable for the changes they needed to make. The Design Systems team also recruited 14 senior designers from across the business to improve their knowledge of the system in a bid to scale up the quality and impact of the work.
highly commended
