WINNER
Open Source Tools Powering Health Data Science
by Hetco Design, Studio Ala, for Wellcome Trust
As part of Wellcome Trust’s £75million investment in a five-year data for science and health programme, Hetco Design has helped inform the way data scientists are equipped with open-source tools. The consultancy’s 16-week research project involved creating a searchable database for international academic publications on life and biomedical sciences; and interviews with 22 global experts to “help understand specifics on the focus areas of open-source communities and their robustness”, says the agency.
Hetco created data visualisations to demonstrate the “rich and complex connections” between open-source software communities and databanks; and created a visual system to communicate the software tools’ openness, community size, usage spread, available updates and the size of their data bands. The tools were then each given an icon using an algorithm; with the visual strength of each icon indicating how robust the tool it represents is.
This resulted in a library consisting of 240 individual icons. The overall design language is inspired by images of organic matter seen under a microscope and based on pure geometric shapes: each icon represents a single tool, and is encased in a circle with additional figurative elements to demonstrate the “organic, human nature” of the data. The thematic maps were augmented with insights and case studies to explain the unique challenges and opportunities in this field, ultimately creating a map for Wellcome’s Data for Science and Health team to develop an execution strategy for the project.
The judges said: “A comprehensive end-to-end discovery process that has creatively used techniques and methods to drive actionable outcomes around a complex landscape. The deliverables have been considered creatively and capture the rich and multifaceted relationship between thematic maps.”
Kings Place
by Studio Sutherl&, for Kings Place
Studio Sutherl& has refreshed the branding for central London-based music venue Kings Place; briefed to create a strong identity and unite the venue’s various sub-brands.
The building’s wave-shaped architecture inspired a new visual language influenced by sound waves. Studio Sutherl& developed new software called SoundWaveMachine, which transforms sounds into unique static and animated logotypes created for each performance and season. Kings Place staff’s business cards use logotypes based on the soundwaves of their favourite tracks.
The branding uses a colour palette of
red and bright pink for an energetic feel that draws on the hues of the building itself. The typefaces Champion Middleweight and Neue Haas Grotesk were chosen for “modernity and boldness”, says Studio Sutherl&.
BEST USE
OF DATA
Brexit General Election
by Sky Creative Agency, for Sky News
In Sky Creative Agency’s work on the coverage of the 2019 General Election, Sky News aimed to offer “clear, impartial and trustworthy” information using multiple trusted data sources to deliver “fast, accurate and engaging” content across all platforms. Headline numbers showed votes arriving in realtime in both the mobile and TV on-screen results service; with augmented reality on-screen graphic explainers to create immediacy. These were presented from Skyʼs HQ in the live coverage, in conjunction with in-depth discussions of the data with political experts, and narrated by the presenters to help clarify it and bring it to life.
Toyota: Perfectly Tailored to You
by Jellyfish, for Toyota GB
Jellyfish was tasked by Toyota to build automated, personalised content for its 500,000+ subscribed customers, aiming to promote its products and encourage people to use their local Toyota Service Centres.
Jellyfish’s approach was to make customers “feel as though every email was designed especially for them”. This meant building a suite of “hyper-personalised” emails covering the brand’s product range; featuring seasonal imagery; and using Toyota’s “relaxed, conversational brand voice” to conclude in a clear call-to-action.
Each customer’s email showed them their exact model of car and its colour, and featured useful information (such as phone numbers and opening hours) about their nearest Service Centre; meaning there are 148 trillion possible variations of the email template. Toyota saw a 46% average open rate for their emails against an industry average of just 12.6%; and the campaign brought 10,000 customers back to Toyota Service Centres, as well as driving more than £2.5million in revenue.