Bringing the spirit of motorsport to dementia research
Why is this project worthy of an award?
Sir Jackie Stewart approached us to help build a new global charity funding ground-breaking dementia research following the diagnosis of his wife Helen. We were tasked to create a brand identity and launch platform that could leverage Sir Jackie’s personal story in an impactful and meaningful way to help find a cure for this devastating illness. The charity is still in its early stages but it has already significantly changed the conversation around dementia. The research sector comes across as cold and clinical, while dementia charities tend to focus more on care than finding a cure. Race Against Dementia was created to bring the urgency and determination of motorsport to the world of dementia research, disrupting the category and bringing about change. To achieve this, we asked ourselves a few questions: what connection can be found between the story of a Formula 1 racing driver, and the world of dementia? What can be learnt from a pioneer of safety in motorsport - a man that disrupted the sport in a positive manner forever? These questions inspired us to look at cues that bridged the gap, both visually and in spirit. Inside a race car the world around you moves so fast, creating a disorientating and visually fractured landscape. Individuals with dementia have a similar experience on a day-to-day basis. Routines become distorted, memories break up and individuals increasingly feel confused and left behind. It was this link that inspired our creative solution. We created a brand identity that was distinctly unique from other dementia charities: bold, passionate and determined. This included a fractured and distorted custom-made typeface, named after Sir Jackie’s wife, Helen; a distinctive photographic style; a vibrant colour palette and direct tone of voice. We applied the visual identity to a range of print and digital applications, including a new website to enable donations. The launch was covered by the BBC, Sky News, ITV and every major UK newspaper. A number of individual sports personalities have commented and have been seen wearing the distinctive Race Against Dementia lapel badge. The website is registering thousands of views and shares every day. The story was even picked up by media in the USA. Moving letters and notes cover the donation page (accessed through the website), with thousands of pounds already raised for the research fund. It has been welcomed by researchers and practitioners in the field who have expressed their respect for the Stewart family for have the courage and determination to speak out in public.
What else would you like to share about your design? Why is it unique and innovative?
We started by creating a new name, Race Against Dementia, which conveys speed and determination, a theme central to both motorsport and dementia research. An empowered voice that was new for the category. The distillation of the new identity is its logo. We created an iconic marque with a deliberately ‘distorted’ character. It is visually striking, provocative and memorable to help establish the new foundation, whilst forming a visual relationship between racing and dementia. We also developed a bespoke display typeface, in partnership with Colophon Foundry, with distinctive visually fractured characters. We named the typeface ‘Helen’ after Sir Jackie’s wife. The same fractured principle works for the photography, all of which comes from the extensive archive that catalogues Sir Jackie and Lady Helen’s lives. Our colour palette also references Sir Jackie’s racing heritage, using the French Racing Blue of his iconic cars as a starting point. We brought all these elements together across applications, including the microsite and print brochures, as well as the striking blue lapel badge. Together this visual identity broke away from the norm of the research and charity sectors, which lean towards being clinical and unfeeling, or lack a sense of action and determination, respectively – to great effect.
Who worked on the project?
John Shaw, Chief Strategy and Innovation Officer Cecylia Grendowicz, Strategist Ben Beardmore, Account Director
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BSO - Rhythm and Algorithm
Company Superunion
Introduction Date February 27, 2018
Project Website https://brooklynsymphonyorchestra.org/
Why is this project worthy of an award?
Classical music is not an effete, esoteric art form restricted to the stuffy ears of an elite. Classical music is energetic, dynamic and exciting. This is the idea behind a bold community orchestra of amateur and professional musicians known as the Brooklyn Symphony Orchestra. And it is the idea behind an innovative identity designed to make classical music more accessible while exploring new frontiers in brand experience. The idea is Music Made Visual. The orchestra’s identity carved from dynamic visualizations derived from the music as it plays in real time. The audio-reactive logo evolves from a static form to a dynamic, interactive identity system that visualizes the music while it plays. The custom software allows the orchestra to generate graphics live in front of an audience. Post-performance, they upload recordings and extend the dynamic graphics to posters, tickets, booklets and advertising. The generative tool allows the orchestra to choose between different colors that work within the organization’s new identity, each visual unique yet harmonious to the brand guidelines.
What else would you like to share about your design? Why is it unique and innovative?
In partnership with HAWRAF, we respected the original identity elements as we created the digital transformation. JavaScript libraries and API’s respond to variables in the music, such as frequency and intensity. Mapping those movements to specific data points in the decoded audio allowed us to bring the BSO logo to life. Our dynamic visualizations of the music are inspired by each of the logo’s letterforms. One visualization, derived from the blocky “B,” looks like the music is dragging a work of architecture around the screen. Another, inspired by the letter “S” appears as a wisp of smoke that gyrates, twists and turns to the beat of the music. The last, inspired by the dots of the logo’s “O,” has the appearance of a swarming beehive that slows down and speeds up as the music ebbs and flows. Because every piece of music fed into the system is different, the software will always yield a brilliant new combination of forms. The orchestra can choose between different colors, each working within the organization’s new identity. Random yet cohesive. Rhythm and algorithm.
Who worked on the project?
Superunion: Nick Clark, Executive Creative Director, Jeremy Paredes, Senior Client Director, Alex Cruz, Designer, James Taylor, Design Director, Aaron Stephenson, Senior Designer, Grecia Malave, Account Executive HAWRAF: Carly Ayers, Partner, Pedro Sanches, Partner, Nicky Tesla, Partner, Andrew Herzog, Partner
View the project video: https://vimeo.com/superunion/review/271695867/bbf850ca4f
Build with Google Cloud
Why is this project worthy of an award?
In an increasingly crowded and competitive market, Google is on a mission to stand out in the cloud computing space as the go-to for technology decision makers at the highest levels — in an unmistakably Googley way, of course. Tasked with creating the look, feel and functionality of their cloud thought leadership portal, Build with Google Cloud, we started with one simple (but data-verified...) idea: IT folks are people too. And, like everyone else these days, IT pros have zero time. But here was our challenge: How do we help this particular audience cut to the chase in a way that doesn’t cut corners — especially given what’s at stake in their day to day. Rather than blast them with an avalanche of information to argue our way into their hearts, demonstrating with this bell and that whistle that we can geek out with the best of them, we created a graphics-driven hub that leans on data visualization to quickly telegraph what matters to them most in a simple, engaging — and fun — way. That said, distilling Google’s cloud-related brain trust into get-it-in-a-glance visuals for this very sophisticated and knowledgeable audience was no small feat. Our research-driven design insights lead us to create an experience with primary content represented in short, easily digestible summaries with key stats surfaced immediately, all accompanied by relevant and recognizably Googley animated illustrations to draw the eye. About those illustrations, humanizing machine learning and artificial intelligence via graphic design could quickly fall into the corny or cold. To sidestep those traps, we pushed the boundaries of Google’s material design standards to make sure our graphics were comprehensible and relatable, with a bit of smart wink and whimsy.
What else would you like to share about your design? Why is it unique and innovative?
In this industry in particular, today’s news is tomorrow’s old news, for sure. To keep pace with this ever-growing, always evolving market space at scale, Build with Google Cloud must be quickly and easily adaptable or risk credibility. To assist on this front, we designed a set of flexible content formats, so that new content can be easily adjusted to the Build brand in a fashion that is proven to work and appeal to this savvy audience.
Who worked on the project?
Beyond + Google Google Cloud: Noelle Chun Allanah Jackson Alexa Schirtzinger Beyond: Susannah Bard Brian Mackay Jenn Harbin Abbey Cohn Victor Tolosa Rachel Mersky Justin Middendorp Jennifer Everett Nik Ahpo Rowan Laurence Miguel Caires Azlan Cuttilan August Pabst Giancarlo Fusiello Juliana Peters Jeanne Carstensen
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CARPOS® evoo
Why is this project worthy of an award?
We believe this cg project sets it apart from the competition because it invites the user to experience olive oil in a more tactile and interactive way than ever before. Its organic form reminds the user the notion of human-nature relationship and mother-child relationship.
What else would you like to share about your design? Why is it unique and innovative?
The chief aim was for the user to enjoy this experience with more than one senses and for this reason profound textures have been subtly incorporated in the design. The inspiration for the solutions has been mainly the form of the olive tree trunk in different ways and applications. The ethos of CARPOS® and the project's guidelines were the tools that the limited edition, numbered and exclusively handcrafted bottles saw the light of the day. 750 olive trees in the mountains of Rhodope, Greece have been meticulously preserved throughout the year so that the user can enjoy this evoo par excellence with care, like the way it was produced. Each of these limited edition bottles is ready to be shipped individually in its own eco-sustainable packaging, structured with no adhesives. The minimalistic organic form of the bottle, the materials and its time-consuming process is what makes it look different. However, the attention to detail and love for what they do is what adds value to the brand.
Who worked on the project?
George Vavatsis - Mould making, sculpting dt.Shoot - Photoshooting
View the project video: https://vimeo.com/218541457
“Change Everything”: Rebranding a Company in Six Months from Appboy to Braze
Company Braze (formerly Appboy)
Introduction Date November 16, 2017
Project Website http://www.braze.com
Why is this project worthy of an award?
A company’s name and brand cuts to the heart of their identity—and changing them is a high-risk, high-reward proposition, with few guidelines and best practices to light the way. Marketing automation innovator Braze rebranded in six months, soup to nuts, in November 2017. The rebrand was a holistic company undertaking which shed light on better cross-team collaboration, reaffirmed conviction in our mission and vision to help teams break down silos within organizations to deepen connections between brands and consumers, at a global scale. We changed our name from Appboy to Braze and developed a new brand as we’re in a period of tremendous growth and we’re marking this moment by renaming as we move forward into our future here as a robust, independent company on the heels of our Series D funding in August 2017. Our SaaS platform and product offering provides solutions for modern customer experiences, which is more than apps and creates seamless experiences across mobile, web, email and connected devices like TVs. Braze as the name of our company — represents the energizing, galvanizing new element that creates a connection that humanizes the brand-customer relationship through technology. We unite teams, data, and technology to deliver brilliant messaging experiences across channels. Our refreshed branding represents being inventive, borderless, fresh and sophisticated, flexible and accurate, integrated and real and is a step forward in our vision for the future.
What else would you like to share about your design? Why is it unique and innovative?
We partnered with Focus Lab, LL, Savannah, Georgia based branding agency, to develop our new branding and determine design direction for the company. We surveyed 64,000 people that agreed ‘Braze’ is innovative, representing fresh, inventive technology for communication between people and businesses that is fast and cutting edge. Survey results showed the name leading for provocative and originality. Given Braze is a strong term, the branding we choose softens the name. We’re colorful, friendly and human as reflected in on our new color palette. The ‘z’ is unique to our brand and is not used by any other brand. Infinity loop on the ‘z’ and ‘y’ is another hidden element in the design. Our icon stands alone and the gradient keeps the brand light and airy and is always anchored in a white canvas. Black is used as a strong foundational support to the white and bold colors; mostly used as type in Sailec, our new font, which is quirky and bold like our brand. The north star in the production process was to always come back to considering how we communicate power in unity, authenticity, and transformative action, while converting the offbeat originality of an inventor. Additionally, our brand visuals should always be approachable, elemental, and clean — showcasing the platform and company in a way that feels both universally inspirational and highly personal. We want people to feel like they are part of our brand and company when they see our new branding.
Who worked on the project?
Marissa Aydlett - SVP Marketing, Braze (formerly Appboy) John Oats - Brand & UI Designer, Focus Lab
View the project video: https://drive.google.com/file/d/0ByOTZwIuyWbQZHVlUnA1N2sydjQ/view
