Dubai, September 2020: LANDOR & FITCH, the largest specialist brand and design group in the world, almost swept the board at this year’s Transform MEA Awards, winning an unprecedented 33 awards including the Grand Prix for DXB (Dubai Airports).
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.
Andrew Thomas, Publisher of Transform magazine and Founder of the Transform Awards said: “This is the seventh year the Transform Awards has benchmarked the transformative power of brand strategy and design across Middle East and Africa and it has grown every year. This was – without any doubt – the toughest year to make the shortlist.”
LANDOR & FITCH collected 33 awards, including the Grand Prix for DXB. The team partnered with Dubai Airports to shift its brand experience from transit location to immersive destination. Renamed to the airport IATA code, the brand became DXB which is also the informal shorthand for Dubai and further reflects the concept that the airport and the city are effectively one. The brand now has greater presence and relevance to the people and visitors of Dubai, playing an active role in enhancing journeys by promoting Dubai’s culture, attractions and delights.
DXB also won golds for Best Brand Evolution, Best Brand Experience, Best Brand Development Project to Reflect Changed Mission, Values or Positioning and Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector.
Al Masar (Riyadh Sports Boulevard) also enjoyed a hugely successful night, winning four golds for Best Place or Nation Brand, Best Strategic or Creative Development of a New Brand, Best Creative Strategy, and Best Brand Architecture Solution, and a silver for Best Visual Identity from the Public Sector
The Saudi Space Commission picked up two golds for Best Use of Audio Branding and Best Visual Identity from the Public Sector as well as a silver for Best Brand Evolution and a commendation for Best Use of a Visual Property.
MBC Shahid also celebrated gold in two categories for Best Rebrand of a Digital Property, and Best Visual Identity from the Technology, Media and Telecommunications Sector alongside a silver for Best Brand Development Project to Reflect Changed Mission, Values or Positioning.
Wid Insurance won gold for Best Naming Strategy and silvers for Best Creative Strategy and Best Use of Copy Style/Tone of Voice.
Khidmah won gold in the Best Visual Identity from the Property, Construction, and Facilities Management Sector.
There were also two silvers for Best Brand Architecture Solution and Best Strategic or Creative Development of a New Brand, and a bronze for Best Place or Nation Brand for King Salman Park; a silver and a bronze for Vela Flora Hotel; a bronze and two commendations for London Dairy Café; two bronzes and a commendation for Saaed Service Centre and a bronze for Island of Legends Theme Park.
Ash Banerjee, Executive Strategy Director at LANDOR & FITCH CEEMEA said:
“It’s an honour to win so many awards, validating our expertise in brand-led growth and transformation. We look forward to another exciting year as we continue to support some of the region’s most interesting businesses with compelling brand strategy, design and experience solutions. We are especially thrilled to be awarded the Grand Prix for our work with DXB, and delighted that this transformation project has been seen and experienced by millions of people.”
Mariagrazia De Angelis, General Manager at LANDOR & FITCH Dubai said:
“We are all very proud of this winning selection of work. Transform MEA awards is always a fierce competition, so it is wonderful to receive recognition for the projects that really showcase our team’s passion, enthusiasm and imagination across a diverse range of briefs and sectors. Winning the Grand Prix for DXB truly capped off an amazing evening and we were delighted that so many of the team could be present in person and celebrate together.”
About LANDOR & FITCH Group
Our ambition is to deliver extraordinary brand transformation for our clients, by design.
With Landor’s brand consulting and strategic design capability, FITCH’s experience design and retail consultancy, and ManvsMachine’s leading edge motion design, we are the largest specialist brand and design group in the world.
We’re proud to work with clients that include Apple, bp, FedEx, Kellogg’s, Kraft Heinz, LEGO, Maghrabi, Microsoft, Miral, NCB, NEOM, Nike, Procter & Gamble, Rasasi, Samba, and S&P to deliver brand-led growth. We are a team of over 1200+ curious minds, with 42 offices across 19 countries, working as one, to create extraordinary brand experiences.
The LANDOR & FITCH Group is part of WPP, a creative transformation company