WINNER
Illustration for Versus Arthritis Rebrand
by Re, for Versus Arthritis
Re’s work for charity Versus Arthritis aimed to reverse the fact that despite arthritis impacting more than 10 million people, the condition wasn’t being taken seriously enough and was just seen as an “old person’s disease which needs to be tolerated”.
Aiming to unite audiences against arthritis, Re Agency created the new charity name and visual identity with a reworked illustration strategy to help visualise the often-invisible condition. It commissioned illustrator James Joyce to create a suite of “expressive and impactful” depictions of living with arthritis capturing both the physical and psychological impact of the condition using an approachable, colourful and fun illustrative language that “contrasts with the severity of the subject matter.”
The illustrations are used across the charity’s identity, including internal communications, GP brochures and NHS physical collateral, and as iconography on digital platforms and in animations.
The judges said: “This project is not only beautiful in concept and execution, but the illustration suite is really effective in communicating the condition, as opposed to simply showing something figurative.”
HIGHLY COMMENDED
Power to the V-Zone
by Interbrand, for essity/Libresse
Feminine hygiene brand Libresse – known as Bodyform in the UK – launched a new approach to illustration last year that aimed to move beyond the category’s stereotypes of “bows and sparkles”, “super happy women” and “graphic metaphors for the female intimate area”. As part of its work on the brand identity, Interbrand commissioned illustrator Anna Ginsburg to create a series of images celebrating “women's V-Zones”—such as “vulvas and uteruses, blood droplets and pubes” in diagrammatic form.
Interbrand says: “The first piece was actually an education piece, as we realised many women – let alone men – couldn’t correctly identify the areas of the female anatomy.” Ginsburg went on to animate these pieces; and Interbrand later used the vulva illustrations in giveaways, as inspiration for limited- edition packaging and it was also used by Libresse for presentations.
Programme planning made easy
by Young, for Scouts
The Scouts organisation recently developed more than 700 new activities that aim to give young people aged 6-14 “the skills they need for the future, from interacting with those from other cultures to exploring the role of technology in everyday life”, according to Young Studios, which was brought in to help the organisation find new ways to engage the public. It created a cast of seven diverse characters and a dog called Buddy, which looked to demonstrate that Scouts has something to offer everyone.
These characters feature in more than 210 illustrations and 50 looping animations. “We wanted to keep everything as bold and graphic as possible,” says Young Studio director Geth Vaughan. “This gives the style flexibility to be as expressive as it needs to be with full character scenes and lavish backdrops – but distinctive enough so that we can pull everything back, showcase the characters in their minimalist form, and still be recognisable for more instructional material.”
Young's creations are shown on the Programme Planning tool on the Scouts website, and have also been used across Scouts social media.
ILLUSTRATION FOR REBRANDS
Colgate
by Design Bridge New York, for Colgate Palmolive
Design Bridge had been working with Colgate for a year across both the consumer and professional sides of the business to emotionally reconnect users with the brand. A key aim was to showcase the “scientific advancements and positive impact” Colgate achieves through its work with schools, philanthropy, product innovation and sustainability around the world.
The new brand illustration style is inspired by the flick-like graphic of a small squeeze of toothpaste seen within the Colgate logotype. This is combined with a new expanded colour palette that aims to inject a “playful warmth” across Colgate marketing materials as part of a flexible new style that boasts a cast of characters, hairstyles and outfits to tell the brand’s stories in a bold, simple way. The illustrations are used across the entire redesigned visual identity system, including the new Colgate Connect App, social media and animated Colgate YouTube tutorials.
Secret Speyside
by Williams Murray Hamm, for Chivas Brothers
Williams Murray Hamm’s approach to the illustration of Chivas Brothers’ curated collection of old and rare single malt whiskies looked to eschew the category’s usual “imagery of rugged Scottish landscapes, portraits of distillery founders and dusty casks”, and focus instead on the idea of whisky connoisseurs’ search for “the unusual and the discerning”. Briefed to create “distinctive, alluring” animations for each distillery that were still cohesive as a collection, the agency decided to reinvent the iconic Scottish Paisley pattern by collaborating with illustrator Dan Funderburgh on animated bespoke patterns with narratives that tell the story of each unique malt’s character. The studio produced a rig using 3D software to customise texturing and lighting effects, giving it the flexibility to craft each unique illustration and simulate a foiled, debossed look.
