The Transform Awards North America 2018

January 8, 2018

June 1, 2018

+44 (0)20 7498 7008

Awards Description

The Transform Awards North America 2018 will reopen for entries on 8 January 2018.. The awards programme will, for the third year, recognise best practice in corporate, product and global brand development work in the region, with categories that focus on strategy, execution, content and evaluation.

The awards recognise best practice in corporate, product and global brand development work, with categories that focus on strategy, execution, content and evaluation. It is a platform for organisations to tell their brand development and rebrand stories and to discuss reputational change. Transform is an opportunity for organisations, agencies and advising councils to benchmark their work and processes.

Brands recognized for the creative and strategic approach to their brand development work can be seen in the past winners section.

You can also take a look at our fantastic judging panel from the 2017 event, which was represented by experts from, among others:

  • The City of Mississauga
  • Meals on Wheels America
  • The Wall Street Journal
  • SAP
  • Major League Soccer
  • 100 Women in Finance

For any questions about the awards program please contact Michelle Kibble or call +44 20 7998 6263.

If you’re interested in sponsoring the awards please contact Andrew Thomas.

Key dates:

Open for entries: 8 January 2018
Early entry deadline:* 6 April 2018
Last chance to save:** 4 May 2018
Final entry deadline: 1 June 2018
Judging June 2018
Shortlist announced July 2018
Awards ceremony and dinner: late Fall 2018

*Early entry deadline. If you enter before 6 April 2018, you will receive $100 off your total entry cost.

** The offer of ‘the fifth entry is free’ finishes on 4 May 2018.


For more information on entry fees, visit the Fees and Payment section.

Terms and Conditions:

When an organization submits multiple entries, the early entry discount is applicable on the total entries made in a working day. The discount will only be applied once.

The early bird discount does not apply to charity, NGO, pressure group or other NFP organisation entries.

Why enter?

Companies and agencies entering the Transform Awards have their work benchmarked against their peers and stand out amongst their competitors, rewarding excellence across the whole rebranding process. The awards recognize the creativity and strategic thought exercised and provide the opportunity to celebrate with clients and colleagues at the most prestigious awards event for rebranding.

There are already examples of companies only selecting Transform awards winners to pitch for their branding projects. 

All shortlisted companies are invited to celebrate their work at the awards ceremony taking place in late Fall 2018. The Transform Awards will launch a media campaign to promote the winning work. This includes:

  • Editorial coverage in Transform magazine
  • Gold winners will be interviewed by our video partners which will be published on the Transform magazine YouTube channel and on the tablet edition of the magazine
  • Inclusions in a press release sent out by Transform magazine announcing the winners
  • Social media interaction before, during and after the awards event


Other benefits of being shortlisted or winning include:

  • Agencies being included on Transform magazine’s list of recommended agencies
  • Winners are being invited to pitch their brand development ideas over other agencies due to winning a Golden Butterfly.
  • All gold winning work will be showcased in a winners supplement handed out on at the awards event which is also published online
  • A trophy will be presented to all winning work. Gold winners receive a trophy for both the agency and the client.
  • Winners are given a press release template for their own media efforts
  • Winners are provided with a Transform Awards winners logo to use in their signatures, websites, press releases, etc.



This award is for the best use of imagery: graphic, still, video or digital, during a rebrand or brand development project.


This category rewards the most efficient corporate organizational strategies developed for a brand.


This award is for the brand that best uses a verbal style to reflect its overall identity and to differentiate the brand from its competitors.


This award recognizes excellence in the experiential aspects of a brand or rebrand. Developments to a physical space, online portal or other location that enhance the user’s experience of a brand will be accepted.


This award recognizes the company that most effectively communicates a brand’s positioning, values and visual identity via product packaging.


This award honors branded signage and wayfinding systems that have been strategically developed to be effective and reflective of the brand’s values and overall visual identity.


This award recognizes companies that have employed an innovative use of sound in the development of their brand.


This award reflects the role that typography has played in a brand’s journey. This could be where the typography is an actual component of a wordmark or where typography is used within the visual identity. Alternatively, this award could be given when visual identity and typography have been strategically aligned through an organization’s brand guidelines.


This award recognizes the brand journey made by a nation or a place. Entries could be from national, regional, city or district level.



This award is for the best communications with external stakeholders throughout the process of a rebrand or during a brand development project. Companies should recognize that progress requires measured communication with all external stakeholders.


This award recognizes the importance of effective communication with the internal audience during a brand transformation. Employees should be engaged and informed about the change in a company’s positioning or brand strategy, ensuring the changes takes place evenly throughout the organization.


This award is for the best execution of developments to or rebrand of an organisation. The coordinated roll-out of a change helps to ensure a new identity has maximum impact on audiences.


This award is for brand development campaigns or rebrands that have been rolled out across multiple national markets to ensure that brand identity works across different languages and cultures.


This award benchmarks the effort of an organization at bringing a global brand to the North America region, making it relevant to the local markets.



This award is for the best creative, thought-out, aligned strategy behind repositioning a brand.


This award is for the brand that best moves its identity into the future while maintaining links with the past and evolving in a clear and creative way.


This award is for the company that has adopted a strategic or creative approach when developing its new brand in order to differentiate the company, reposition the business or otherwise change the perception of the brand.


This category rewards companies that develop a new brand within their portfolio of brands. As well as acknowledging the strategy and development of the new brand the judges will also look to see what the development adds to the existing corporate or master brand.


This award honors innovation in naming. It is for the most appropriate new name for a new brand, rebrand or brand extension or where an organization can demonstrate a clear and well thought through naming strategy.



This award is for the best rebrand of an organization following a merger with another company or the incorporation of another company into the original brand.


This award is for the best repositioning of an organization to reflect a new approach to its business.


This award is for the most effective alignment of individually branded elements and sub-brands of an organization.


This award is for the best rebrand across the digital and online assets of an organization, including its websites and apps.



This award is for the best identity developed and used by a brand, including all visual aspects of a rebrand from logo to typeface in the brand’s sector

  • charity/NGO/non-profit
  • education
  • energy and utilites
  • engineering and manufacturing
  • financial services
  • FMCG (fast moving consumer goods)
  • food and beverage
  • healthcare and pharmaceuticals
  • industrial and basic materials
  • mining and extractives
  • professional services
  • property, construction and facilities management
  • public services
  • retail
  • technology, media and telecommunications
  • transport and logistics
  • travel, leisure and tourism

This award is for the best overall identity developed and used by a brand, including all visual aspects of a rebrand from logo to the typeface.

You cannot enter this directly, all visual identity entries across different sectors will be automatically put forward for this award.


This award is for overall excellence in rebranding. You cannot enter this directly, all entries will be automatically put forward for this award.

Fees and Payments

2018 Entry Fees

  • $395 for the first entry from each organisation/submitting body.
  • $195 for each subsequent entry from each organisation/submitting body.
  • $195 for any entry from or on behalf of a charity, NGO, pressure group or otherwise NFP organisation. Please call if you think you may be eligible.

The fifth entry is free until 23:59 on 4 May 2018.

Fees quoted are in US Dollars.



  • One payment may be used to cover multiple entries.
  • You can pay via PayPal online, or by phone via credit card on +44 207 998 6263 (we are unable to take American Express over the phone).
  • All entries must be paid for within 14 days or before the judging takes place in order for them to be reviewed by the judging panel.


Terms and Conditions:

If you submit your entries by 6 April 2018, you receive $100 off your total entry costs. Please note the following terms and conditions for this offer:

  • When an organisation submits multiple entries, the early entry discount is applicable on the total entries made in a working day. The discount will only be applied once.
  • The early bird discount does not apply to charities, NGOs, pressure groups or other NFP organisations.

Entry process


Before you complete our online submission form, you will need to have a single PDF document prepared for each of your entries (maximum 10MB for each entry). This should contain all of the four steps below.

In addition, if you are having difficulty deciding on the content, layout, and design of your entry, we recommend that you download the Transform Awards entry template. This is a guide to help you decide what to include in and how to shape your submission.



Provide a short 300 word summary of the project which you are entering.

Your summary should include:

  • Details of the category you are entering into*
  • A synopsis of the work involved in completing the project
  • The project’s relevance to the category it is being entered into.

The summary is used to brief the judges on your work

If you feel your work is a perfect candidate and strong contender for more than one category, the summary should be tailored accordingly. 



Write a project summary statement of no more than 800 words

This statement should cover the following five sections:

  • Industry context – describe the market or industry context and where your brand/organisation fits into the given environment
  • Challenge – what prompted this brand work? What brief and criteria did it need to fill? What other factors and issues that led to it? What were the objectives for the project?
  • Strategy – explain the strategy driving the branding solution. Where did the idea/concept come from? What was the target audience? What research did you conduct and incorporate? What led to this approach?
  • Creativity – how was the work innovative? Did it trigger a reaction from the target audience?
  • Result – how did the results meet the goals? What was the outcome? How did the outcome live up to the idea? Were there quantifiable results and were there any anecdotal results?

*The most successful entries relate their results back to the original objectives. Although statistics can be impressive, there is no point trying to force them in to the submission if they are not relevant to the brief.



Supporting materials may be included to help the judges evaluate your entry. These may include:

  • Reviews
  • Media coverage
  • Additional information about your entry, organisation, project credits or third party organisations that contributed
  • Up to two pages of written materials and three pages of images.
  • Videos. If possible, please provide a link to view the video content online. Please note, videos that exceed the recommended length of three minutes may not be viewed in their entirety.

*Although including supporting material is not compulsory, if it is included effectively it can make the merits of the entry more immediately apparent to the judging panel.


STEP 4: WEB LINKS (if applicable)

> You can supply up to three relevant URLs. Please provide passwords where access to links is restricted.


Please note that the organisers cannot be held liable to changes in entrants’ site architecture or changes that may take place between submission and judging.

Any organisation can enter the Transform Awards, providing the strategy or execution was developed, launched or carried out between January 2017 and May 2018 by any countries listed below will be accepted. Projects undertaken outside of North America will be accepted if the target audience is within North America.

Entries into the Transform Awards North  America can be made here.

Download an entry template here: Transform Awards entry template.


A single organisation can enter multiple projects and in multiple categories.

All entries must be paid for prior to the judging day; any entries we have not received payment for will not be reviewed by the judging panel.

Each entry must be submitted as a PDF file. Files cannot be larger than 10MB.

Supporting links, videos etc must be included within the entry itself. This can be included as an appendix, with links or hyperlinked within the document itself.

Where a juror’s organisation enters the Transform Awards, that juror will not review the submission. Where possible, jurors are not made aware of the identity of any third-party organisation that carried out the work until after decisions have been made, to eliminate bias.

All entry materials will be retained by Transform magazine, the organisers of the Transform Awards. Please do not send us materials for which you do not have a duplicate, as we will not return entered materials.

Ensure you have secured the appropriate rights and clearances for all materials and images submitted. The Transform Awards will not be liable for any copyright, trademark, patent infringement or for non-payment grievances held against entrants.

The information provided will be disclosed only to the judges, staff of Transform magazine and key partners on a strictly confidential basis.

Details provided within your entry will potentially be used for press releases, web content, and the winners’ book should your submission be shortlisted and/or win. Therefore, we ask that you ensure all the details are factually correct – we will not be liable for inaccuracies published based on the entry content and changes may not be possible after publication

By submitting your entry, you agree that the materials may be published for the promotion of the awards and media efforts related to digital communication, as well as for the marketing and promotion of rebranding case studies and teaching tools.

By entering into the Awards programme, your details will be added to our database to ensure you are kept up to date with the Awards and it’s relevant conference. To opt-out, please email

Please translate all non-English text into English to facilitate the judging process.

Decisions by the jury are final.

Entry tips

How to write an entry worthy of a Golden Butterfly

Proof read

  • Whilst it may sound obvious, too many entries continue to let themselves down through silly errors.
  • Check all organisations’ names are spelt correctly- typos will instantly establish the wrong impression.
  • Ensure links/videos have no expiry date and the log in details have been supplied.
  • Do not submit entries with other organisations’ awards logos on them.

Stick to the objective

  • The most successful entries relate their results back to the original objectives.
  • Although statistics can be impressive, there is no point trying to force them into the submission if they are not relevant to the brief or category.
  • Clear objectives ensure the judges can appropriately assess the results.

Use convincing but informative language

  • By utilising the correct language you have the ability to engage, excite and persuade the judges that your work above all other competitors deserves a golden butterfly. Be original.
  • However, avoid using unnecessary jargon to make your entry sound exciting as it can make the project seem vague and unclear
  • Please stick rigidly to the word count. This is to ensure you do not ‘waffle’ and to ensure you succinctly deliver your message. Our judges will have a large number of entries to read and evaluate.

Provide accurate and clear information

  • Ensure all cross-referenced information matches up, as our expert panel of judges will check this. For example, in the past we have seen examples of visual evidence which is contradictory to the entry statement.
  • It is preferable to provide actual figures rather than percentages. If you do use percentages, make sure you provide the judges with a clear context of the audience/sector. This will allow the judges to understand and make better sense of your entry.

Know what and when you are entering

  • If you are entering one project into multiple categories make sure you tailor your entry to fit each category.
  • If you are submitting a long-term project please be clear about which stage of the project you are entering. The project’s strategy has to be developed, launched or carried out between January 2017 and May 2018


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