The good news reminds us of our previous Transform success where we were similarly fortunate, being shortlisted for three categories and subsequently winning one gold and two silvers for our work on the Parasol rebrand.

This time around the categories in question are ‘best corporate rebrand following a merger/acquisition’ and ‘best rebrand in the property sector’, and with global branding agencies such as Interbrand and Landor appearing on the shortlists, we’re pretty chuffed!

The Merseyway rebrand involved a complete overhaul of its brand identity, with the aim of rejuvenating its image and connection with local Stopfordians.  Since the launch of the rebrand in late 2010, Merseyway’s 2011 footfall figures saw an increase of 950,000 shoppers, focus groups demonstrated a much-improved public perception and major retailers such as Primark and Costa Coffee opened new stores at Merseyway.

The ceremony itself is being held on March 21^st in London, and looks to be a fantastic evening that will definitely keep us in high spirits no matter the outcome!

However, the judges begged to differ and took the accurate view that the quality and impact of the rebrand work deserved some appropriate recognition. The gold award was given for ‘Best use of copy/tone of voice’. A firm reminder that a brand’s verbal identity is as important as the visual, something many businesses don’t consider. The silvers were awarded for ‘Best corporate rebrand to reflect changed mission/values/positioning’ and ‘Best rebrand in financial services sector’. Citroen and Grant Thornton were the respective winners in these categories and Aviva and Rothschild took the bronze awards – a tremendous benchmark for us and the client. Click here to view all the award winners.

So a great night and a big thank you to the Parasol marketing team for being superb clients and copywriter Carol for her tremendous contribution. View the case study here.

Also worth a final mention is that jointly flying the flag for the region, the Co-operative Group won the Grand Prix award picking up several awards along the way for their exhaustive nationwide rebranding program. Agency-wise, the big London firms dominated the awards with Pentagram picking up seven themselves and as far as we can work out Studio North were the only consultancy to break the capital’s stranglehold.

Chuffed to bits and as drunk as lords.

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.