Dubai, UAE; May 27, 2021: Landor & Fitch, the global brand transformation company, collected 36 awards for flagship projects and the Grand Prix with AMAALA at this year’s Transform MEA Awards.
Covering the Middle East and Africa region, the Transform awards celebrate exemplary work in brand development and acknowledge the growing importance of brand for businesses.
“Over the past eight years, the work we have seen entered in the awards programme has been consistently good, both here and globally. The biggest change, however, has been in the appreciation of that work, in increasingly tangible ways. Everyone who has won this year should be proud of their accomplishments. We, in turn, are proud to present the eighth year of Transform winners with their Golden Butterflies,” said Andrew Thomas, publishing editor of Transform magazine and founder of the Transform Awards.
Landor & Fitch collected 36 awards, including the Grand Prix for AMAALA. The team partnered with AMAALA to create one of the region’s first ‘sustainable-native’ luxury brands. A new luxury destination on the North western coast of the Kingdom of Saudi Arabia, AMAALA stands for personal journeys and the best in art and culture, wellness and sports, as well as sea, sun and lifestyle – all inspired by the beauty of the Red Sea. Using the ocean’s same labyrinthic pattern found across coral, fish and algae, Landor & Fitch invented an algorithm leveraging this to “grow” the AMAALA brand identity in the same way nature would. Combined with the eye – the one truly unique element each person has – the AMAALA brand identity ‘The Eye-D’ came to fruition. A meaningful combination of sustainability, personalisation and authenticity.
AMAALA also won four Golds for Best Place or Nation brand, Best Creative Strategy, Best Visual Identity from the Sports, Travel, Leisure and Tourism sector, and Best Visual Identity from the Lifestyle and Wellbeing sector. The project was also highly commended for Best Brand Development Project to Reflect Changed Mission, Values or Positioning.
Yelo also enjoyed a hugely successful night, winning three Golds for Best Naming Strategy, Best Brand Development Project to Reflect Changed Mission, Values or Positioning and Best Strategic or Creative Development of a New Brand. Along with a Silver for Best Visual Identity from the Transport and Logistics sector, and two Bronzes for Best Use of a Visual Property and Best Creative Strategy.
URBO celebrated two Golds for Best Visual Identity from the Lifestyle and Wellbeing sector and Best Visual Identity from the FMCG sector, as well as a Silver for Best Use of Packaging.
Shahid collected two Golds for Best Brand Experience and Best Brand Evolution, as well as being highly commended for Best Use of a Visual Property.
Saudi Data & AI Authority (SDAIA) picked up a Gold for Best Brand Architecture Solution, and a Silver for Best Visual Identity from the Technology, Media and Telecommunications sector.
National Commercial Bank (NCB) won a Gold for Best Visual Identity from the Financial Services sector and a Bronze for Best Use of Audio Branding.
Goody Kitchen collected a Gold for Best Rebrand of a Digital Property and a Silver for Best Visual Identity from the Food and Beverage sector.
Rasasi was awarded Gold for Best Visual Identity from the Retail sector.
There were also three Silvers for Saudi Sports for All Federation, with Best Brand Development Project to Reflect Changed Mission, Values or Positioning, Best Visual Identity from the Public sector, Best Visual Identity from the Lifestyle and Wellbeing sector, and a Bronze for Best Brand Evolution.
Ajyal Space collected a Silver for Best Visual Identity from the Education sector and was Highly commended for Best Development of a New Brand within an Existing Brand Portfolio. Public Diplomacy Office won Silver for Best Place or Nation brand and was Highly Commended for Best Visual Identity from the Public Sector.
National Bank of Kuwait (NBK) and Bahri picked up Bronzes for Best Visual Identity from the Financial Services sector and Best Visual Identity from the Transport and Logistics sector, respectively.
Kenya Commercial Bank was Highly Commended for Best Development of a New Brand within an Existing Brand Portfolio.
Luc Speisser, Global Chief Innovation Officer at Landor & Fitch, said: “With AMAALA, we created the first luxury brand that is a force for good, the first ‘sustainable-native’ luxury brand. Using its focus on preservation and the enhancement of its submarine world, we created an algorithm-based brand identity which fused the beautiful labyrinthic patterns of the ocean submarine world with the uniqueness of the human eye: ‘The Eye-D’. The versatility behind this concept offers endless opportunities for AMAALA as a leading destination brand of the future.”
Mariagrazia De Angelis, Managing Director at Landor & Fitch Dubai, said: “We’re honoured to be recognised for our flagship projects that have helped the region’s leading brands transform in today’s dynamic, disruptive marketplace. Now more than ever, brand plays a leading role in business, and we are pairing strategic vigour with extraordinary creative to drive brand-led growth. Winning the Grand Prix with AMAALA is a phenomenal achievement and we’re incredibly proud of our Paris and Dubai teams. Huge congratulations to our amazing clients and hardworking teams.”
Ash Banerjee, Executive Strategy Director at Landor & Fitch CEEMEA, said: “We are thrilled to be acknowledged with 36 awards across multiple categories. The accolades are a testament to the innovation and expertise that goes into the development and delivery of our standout brand strategy and impactful design. In times of uncertainty, we realise opportunity, and in a region synonymous with opportunity and transformation we’re ready and excited to set more benchmarks in the future.”
