Last year’s work for Parasol has been shortlisted in three categories in the UK rebranding awards Transform 2010. The awards which celebrate excellence in rebranding and brand transformation are due to take place at The Tabernacle in Powis Square, Notting Hill on 2 March 2010.

In the best corporate rebrand to reflect changed mission/values/positioning, we are being judged against Citroen and Aviva (Norwich Union).  Parasol’s verbal identity will be pitted against the Action for Children charity in the best use of copy/tone of voice category and finally global firms Grant Thornton and Rothschild provide the competition in the best rebrand in financial services sector. All of these companies have more offices than we have chairs but nevermind and never underestimate the underdog.

The Shortlist

The other designers & brand consultancies who have entered work read like a who’s who of the best on the planet. Interbrand, Landor, Pentagram, Siegel Gale and the like. All London and all with a global presence. We’re humble enough to admit we’re honoured to be rubbing shoulders with these hugely respected firms. In fact, from what we can tell, aside from flying the flag for the region we are pretty much flying it for everyone outside the M25 agency wise. The Co-operative Group will be there representing 0161 clientside but then again their rebrand typically went south to Pentagram.

So it’s David & Goliath and our first real effort in terms of entering client work for awards. And great awards at that, with outstanding criteria of measuring the effectiveness of branding as well as strategic input, process and creative execution.

In London, their backyard so to speak, against the creme de la creme. So expect some merriment, even if we walk away empty handed.