Wise Rebrand – New Voice
by Ragged Edge x Wise
Disruptive payments and money transfer brand Wise has set itself a mission to offer money without borders, and to tell the world about it.
The brand set out to rediscover its voice as part of a major rebranding project. It briefed Ragged Edge to develop a tone of voice that was distinctly Wise, and which could amplify its new visual identity, match its bright green colour scheme and do justice to its bespoke typography.
Drawing on the company’s mission to make access to money easier, Ragged Edge dialled up references to speed, ease and transparency, finding the words to reach people wherever they saw messages from Wise – be that on the side of a bus, online or in the subway.
Working hard to be universally authentic, means the brand has to stay true to its mission and speak honestly and openly, whoever it is speaking to and whatever it is saying. The brand’s guidelines call for celebration of its mission, talking openly about money but without a west-centred currency focus, with concise, modern language that uses energy and colour.
The judges said: “Consistent, on-brief and brilliantly executed. The copy is punchy, fun, easy to understand and a key part of an all round strong rebrand.”
Uncouth: the new skincare brand for women who have better things to do than a ten step routine
by Among Equals, for Uncouth
Uncouth is a new skincare brand that was seeking to disrupt the category. Founder Emma Horton was frustrated that rival products were either over-scientific doctor-led clinics or focused on ritual-based calming routines.
Research found that many women simply wanted better skin as quickly as possible. The brand was built around the concept that women have better things to do than be chained to their bathroom cabinet for a 10-step skincare routine.
Inspired by notorious, high-achieving and proudly uncouth women from history led to a brand that describes itself as being for women who aren’t afraid to speak up and speak out. From tattoo-inspired illustrations to a lo-fi logo, the brand and its words have been designed to subvert category norms.
Wype: the below-the-waist wellness brand keeping it clean
by Among Equals, for Wype
Wype is a gel designed to ‘upgrade’ toilet paper for improved personal cleanliness. It required a rebrand to move on to its next stage of growth.
The product is targeted at anyone able to use it, so Among Equals focused on making it feel clean and safe, treading carefully around sensitive subjects while also breaking taboos.
Wype offers a more sustainable alternative to drain-clogging wet wipes, and this became the basis of the rebranding. The ‘keep it clean’ brand idea was brought to life as a hero symbol known as the ass-terisk, which is used to keep photography and copy clean, busting taboos without causing offence.
Copy was essential to the success of the campaign, with a sense of cheekiness and the potential to tailor messages to particular audiences, such as its ‘Shoreditch is full of a**holes, someone has to keep them clean,’ ad.
Since its relaunch, Wype has entered retail channels for the first time and received an investment offer via television show Dragons’ Den.
Incomplete Without the T
by Grey London, for Amplifund / GAYTIMES
Transphobia reached its highest recorded level in 2021. When the LGB Alliance campaigned for the ‘T’ to be removed from LGBT, major media brands gave airtime to the argument.
In response, Gay Times charity Amplifund campaigned in defence of the trans community, with a campaign that showed how powerful statements make no sense when the T’s are removed.
The brief called for a stance against hate groups campaigning to remove trans people from the LGBT community, instead calling for support for trans people when they need it most. Messages needed to speak to gay and lesbian activists who were calling for the exclusion of trans people, as well as to a trans audience.
The campaign ran in various DOOH sites across London, Sheffield, Bournemouth and Yorkshire, and at train stations in Liverpool, as well as in 10 UK national newspapers and Gay Times.
It received positive reactions. No new petitions to remove the T have been launched.
The Real Self-Checkout
by Havas London, for Asda in partnership with Breast Cancer Now and Coppa Feel!
Monthly checks for breast cancer symptoms can save lives, but only half of women regularly take the precaution.
For Breast Cancer Awareness Month in October 2022, it was decided to make the most of Asda’s role in the lives of its customers by reaching out to them with messages before, during and after their shopping visits.
Ads raised awareness of the need for self-checkout for breast cancer among the general population, with nudges delivered to Asda shoppers when they reached store self-checkout areas. Print and digital posters, and even customised receipts complete with ‘bra code’ reinforced messages with a sense of humour.
The results of the campaign were beyond expectations, raising £5.9m for Asda’s charity partners.
Writing for Design
HALL OF FAME WINNERS
shortlisted
highly commended
winner
Jodrell Bank 2023 Campaigns
by Johnson Banks, for Jodrell Bank
Following on from a successful rebranding project in 2022, Jodrell Bank commissioned a series of interlinked campaigns designed to attract local, family audiences to the attraction.
Jodrell Bank is an observatory that has been at the forefront of groundbreaking discoveries and world-leading research for more than 75 years. It has been recognised as a site of Outstanding Universal Value and added to the UNESCO World Heritage Site list. It is home to the Lovell Telescope, the third largest steerable radio telescope in the world.
The campaign offered a chance to ‘lose the kids down a black hole’ then repeat, by offering free repeat admission later in the year. It highlighted the local appeal of the site and emphasised its sheer size to show how appealing it was as a venue for a day out.
Woven by Adam Smith – Storied Dining
by Magpie Studio, for Coworth Park, The Dorchester Collection
Storytelling was an important aspect of this branding project to elevate Woven beyond its reputation as a hotel restaurant, and establish it as a venue in its own right.
With a new name, chosen to relate the way that chef Adam Smith weaves together ingredients, techniques, textures, flavours and experiences to create dishes, writing had an important role to tell the stories behind the food on Woven’s menu.
Smith’s childhood experience of a Cornish harbour, seeing the catch emerge to the sound of seagulls – and to the smell of fish and chips with salt and vinegar – is for example essential to the enjoyment of his Fisherman’s Catch meal, and allows an explanation of the low impact, local ingredients.
Since its rebranding the restaurant has been awarded its first Michelin star.
Poetry in a Bun
Taxi Studio & Reed Words, for Byron Burgers
Since its successful launch in 2007, Byron’s brand positioning and identity system had been consumed by inconsistency and complexity. Years of growing competition and narrowing margins had seen its brand out on the back burner.
A boom in home deliveries during the Covid-19 pandemic was good for business, but bad for brand experience. With a change in ownership, Byron Burgers needed to give its brand equity some TLC.
Taxi Studios set about moving the brand away from the crowd, both visually and verbally, with a new brand proposition and positioning, identity, tag line and tone of voice. New menus, poetry, wall and poster art was brought in as part of the revamp.
Byron sought to put poetry in motion, rhyming its way through a lyrical brand world with the claim that from website to restaurant it delivered good times and good rhymes. Lord Byron, although not linked to the origination of the brand, became the foundation for the brand rejuvenation.
Byron outperformed its closest competitors after introducing its new identity.
A British Original
by Uncommon Creative Studios, for British Airways
In a post-pandemic world, after months of travel restrictions and then reduced services, British Airways needed to put itself front-of-mind as travellers made a cautious return to the skies.
Global research identified that the most positive attribute associated with Britain is originality, a quality encapsulating invention, creativity, experimentation and even idiosyncrasy. As a result A British Original champions British Airways’ staff, customers and the nation with a campaign that explores the original reasons that cause people to travel.
Those reasons, sometimes funny and sometimes moving, included celebration, romance, relaxation, dining, mischief and poor weather. The answers were celebrated at more than 500 print, digital and outdoor locations, as well as in 32 short films.
