Ascension Identity Design
Why is this project worthy of an award?
Ascension is the largest Catholic healthcare system in the world and the second-largest healthcare system in the country with over 150,000 associates, 36,000 aligned providers spanning 24 states and 2,500 sites of care. After decades of operating as a loose confederation of systems, Ascension decided to consolidate its brand under the Ascension name and a centralizing brand architecture. Realizing that it wasn't taking advantage of its significant market presence, and that it had to adapt to a changing, more consumer-oriented healthcare landscape, Ascension began the journey to consolidate their brand, which they named, The Journey to One Ascension. To unify Ascension, we developed a centralizing brand architecture system that comprehensively includes all of Ascension's brand offerings across its 2,500 sites of care. We helped Ascension transition from a confederation of associated hospital systems to a unified entity with centralized clinical and internal functions across the entire network. In alignment with Ascension's reimagined brand architecture, we developed a modern visual identity system, to be used across the network. The unifying architecture serves not only to make it easy for customers to navigate Ascension's broad network, but also for associates to have access to the offerings of other sites of care, and the opportunities they bring to better serve customers. "The early returns are that it's making a tremendous difference in both inspiring associates and allowing us to deliver the type of care that's needed in the communities we serve," says Nick Ragone, SVP - Chief Marketing and Communications Officer, Ascension. In the past year since the rebrand, total assets have increased from $30,845 to $32,469 million, total operating revenue has increased from $20,539 to $21,898 and income from recurring operations has increased from $831 to $981.
What else would you like to share about your design? Why is it unique and innovative?
Realizing that it wasn't taking advantage of its significant market presence, and that it had to adapt to a changing, more consumer-oriented healthcare landscape, Ascension began the journey to consolidate their brand, which they named, The Journey to One Ascension. To unify Ascension, we developed a centralizing brand architecture system that comprehensively includes all of Ascension's brand offerings across its 2,500 sites of care. We helped Ascension transition from a confederation of associated hospital systems to a unified entity with centralized clinical and internal functions across the entire network. In alignment with Ascension's reimagined brand architecture, we developed a modern visual identity system, to be used across the network. The unifying architecture serves not only to make it easy for customers to navigate Ascension's broad network, but also for associates to have access to the offerings of other sites of care, and the opportunities they bring to better serve customers.
Who worked on the project?
Anne Swan, Executive Creative Director, Krista Oraa, Creative Director
View the project video:
Audience Insights
Company Bluecore
Introduction Date April 2, 2018
Project Website https://demo.bluecore.com/admin/audience_insights/124rivington (username: bluecoredesignteam@gmail.com/password: Design2018)
Why is this project worthy of an award?
Bluecore software has two groups of features, one is focused on creating (email campaigns, audience segments, and email templates), while the other groups helps customers understand and monitor the results produced by the first group of features. Audience Insights belongs to the latter group as the feature provides the customer actionable insights. The main challenges while designing the feature were to avoid overwhelming the user with too much information and enable the marketer to spend less time gathering and interpreting data, and more time taking actions that have real business impact. Through interviewing a sample of our users, we were able to uncover some patterns around the types of insights our customers are most interested in Bluecore surfacing. First, customers wanted to understand trends and breakdowns, but also wanted actionable data. For this reason, we rolled out Audience Insights with a “Hidden Gems Products” section. Instead of overwhelming our users with an indigestible amount of insights, we only show them the top 10 performing products in 3 different categories. This is now the most used widget within the Audience Insights feature. Second, tracking the performance of an audience segment was also a need for our users, so we introduced a turnkey way for them to monitor their audiences against metrics most important to them, all from a beautiful display in the overview page. This widget is also very easy to edit thanks to a dynamic editor that allows the user to select from a range and see performance changes in real-time. With these insights, we were able to reduce the time and effort our customers needed to analyze data from days to minutes. Our customers can now easily: (1) Understand trends for a specific metric such as “spend per customer,” “clicks,” and more. Here it’s possible easily to compare performance across different time periods and set thresholds to monitor the trends. (2) Understand the health of a specific audience by breaking down the audience by buying-cycle stages, like non-buyer, active, at-risk, and lost. Using the same graph, customers can also gain an understanding of audience segment purchase and discount affinity. (3) Understand products, the most actionable feature of this page, which gives the user a list of products that the marketer can use or include in a new campaign. Using a simple dropdown, the user can run a query that otherwise would require a data scientist’s help. (4) See who their best customers are and understand their shopping patterns by linking directly to a page that shows their complete activity history.
What else would you like to share about your design? Why is it unique and innovative?
Our users have grown accustomed to everyday software like excel and analytic tools like google analytics. When designing this feature, we had to keep them in mind as we didn’t want to design something completely different or disruptive for our users. While we did keep these tools in mind, we did decide to introduce a new design concept that’s unique to Bluecore reporting. We have begun representing our customers’ audience segments in the form of a circle. We did this so that we can use it as a navigation tool in the sliding bar at the bottom, but also as a quick size comparison graph.
Who worked on the project?
Francesco Fraioli - Product Designer Cameron Fleming, Istvan Hevele, Sophia Collet - Software Engineer Bryan Estes - Product Manager Max Bennett - SVP of Product
View the project video: https://youtu.be/Pk5YvAt_eGY
Australian Open - Changing the Game
Company Landor
Introduction Date October 3, 2016
Project Website
Why is this project worthy of an award?
We live in a world where entertainment literally sits at our fingertips. To compete in this dynamic, unexpected and unconventional new world of entertainment, you’ve got to deliver more. Our rebrand of the Australian Open has helped transform the brand from a single event to a holistic entertainment experience. This year saw record attendance with 743,667 fans turning up to see the best players compete, and experience the food, music and whole experience of the week-long event. The new branding helped drive the social media audience +6% to 4.5 million and deliver an $280 million+ expected benefit to the Victorian economy. Most importantly it has helped changed the game, delivering on its promise of creating new levels of engagement for tennis fans and entertainment enthusiasts.
What else would you like to share about your design? Why is it unique and innovative?
The original identity was tired and dated, it didn’t reflect the vitality of the AO nor did it work across the multiple touchpoints from courtside to digital. We needed to create an innovative identity that would stretch and flex, bringing the energy and excitement of the AO to life – across the courts, digital, partnerships and promotional material – to name a few. We set out to revitalize the brand, taking ‘A’ and ‘O’ as core components for a new visual identity. Used as a geometric symbols, the stylised initials convey energy and motion. As letters, they star in playful animations. Teamed with dynamic language and impactful visuals we created an identity as unique and Australian as the AO itself. In 2018, we introduced new animation elements, developed the way in which the brand becomes dynamic when static, and focused on expanding the tone of voice to reflect the action and personality of the tournament. The static campaign consisted of key players in dynamic poses combined with short, punchy, playful headlines. The simplicity added a sophistication to the brand, and gave the AO the confidence it deserves.
Who worked on the project?
Matt Morgan, Design Director; Ethan Hsu, Designer; Nicola Ferry, Designer; Ashley Stapleton, Strategist; Tom Carey, Creative Director; Nick Davis, Managing Partner
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AVA Particle Physics Scientific Installation
Why is this project worthy of an award?
The main inspiration for AVA V2 comes from experiments, their data results and visuals that focus on particle physics, and the name AVA is derived from the surface-volume shape coefficient. Using particle size measurements, AVA V2 reflects the changing image of powder characterization using particle size analysis and cosmic rays. Since it was a scientific project, we spent a lot of time during the research and development phase. Inspired by Buckminster Fuller's iconic dome structure designs, we combined two mediums in one project: physics and architecture!
What else would you like to share about your design? Why is it unique and innovative?
AVA V2 was a performance realized on a geodesic dome. This installation and its structure were designed with assembly/disassembly in mind, thus allowing the installation to be re-performed anywhere in the world in same conditions. We provided a temporal and spatial experience that integrated art, science and technology. http://tedxcern.web.cern.ch/particle-physics-scientific-installation-ouchhh
Who worked on the project?
Direction_Design_Animation: Ouchhh (ouchhh.tv) Sound Design: Audiofil
View the project video: https://vimeo.com/188716447
Banco Bradesco - next
Why is this project worthy of an award?
Launching a new bank is a large business transformation project, involving substantial changes to core infrastructure and capabilities. With its groundbreaking ‘next’ platform, Bradesco is setting the direction for the rest of the bank’s properties and IT initiatives, and ultimately demonstrating how mobile, new software development practices, and experience-centered approaches can be used to take the business forward. In Bradesco’s long-term program to innovate in financial services, ‘next’ is the tip of the iceberg. Moreover, ‘next’ achieves an innovative mission in this segment: to encourage, inspire, and enable young people—a demanding and entrepreneurial generation of digital natives—to progress in life.
What else would you like to share about your design? Why is it unique and innovative?
While consumers migrate to mobile-only experiences in everything they do, the banking industry has lagged behind. The opportunity was to create an entirely new mobile-only bank that empowers millennials and seamlessly integrates into their lifestyles. We did this by reimagining the banking experience for the digital age, putting design at the core of every decision, and using the newest technology to enable a proactive relationship and innovative features that have never been delivered by any competitor. Designed around the “Make It Happen” brand idea, ‘next’ offers a mobile banking experience that helps customers do more with their money and achieve more in their lives. It’s a full banking service that’s customer centric, using data and context to inform better individual financial decisions.
Who worked on the project?
Fabiano Coura - VP, Managing Director Edson Sueyoshi - VP, Technology and Production Saulo Rodrigues - Executive Creative Director Wagner Veloso, Patricia Belo - Visual Design Ilan Orengel, Bruno Reis - Art Director Mauricio Bina, Tom Vouga - Copywriter Andrea Senise, Tiago Souza, Bruno Jorri - Motion Design Leonardo Jesus, Caroline Bonani - Content Production Flaviano Guerra, Rhaissa Victor, Amanda Zambrana - Production Ismael Pereira - Project Manager Marcio Garcia, Eduardo Rodrigues, Antonio Junior - Technology Andressa Nozue, Julian Gonçalves, Jaqueline Mattioli - Experience Design Karina Corchs, Marcia Aguirre - Strategy Hugo Nakahara - Marketing Sciences Tatiana Haw - Account Director Vicente Silva - Head Of Visual Design
View the project video: http://judgeseyesonly.com/bradesco-next-bank