How does that happen? Well because we’ve pretty much swept the board with our award wins we were also given a special Grand Prix Award for Overall Excellence in Rebranding.
The work, which was described as ‘stunning and innovative’ for British Steel and South Yorkshire indoor play centre, Play Valley, saw us take three gold, three silver and a highly commended award along with the Grand Prix at the eighth annual Transform Awards Europe.
Six of the awards, including the Grand Prix, came for the work undertaken for British Steel, which included the Website and Intranet that Moirae launched alongside Lincoln design agency Ruddocks, who created the brand identity and guidelines.
We were also highly commended for the rebranding of Play Valley which involved developing signage that judges said made finding the play centre “child’s play”.
To say we are thrilled doesn’t really come close but we are utterly delighted that the hard work of our team, who worked hand-in-hand with British Steel, has been acknowledged. To be up for seven awards is a fantastic achievement but to win eight is something we could have never imaged.
Judges for the special Grand Prix award said the new British Steel brand was “not only representative of the company’s culture, but as strong as the steel produced in Lincolnshire.”
They went on to say, “The new visual identity has been a hit, both online and offline, breathing new life into the historic name of British Steel and readying it for the rigours of modern business.”
We were also victorious in the categories recognising Best Visual Identity in the Industrial Sector, Best Implementation of a Brand Development Project, and Best Internal Communications during a Brand Development Project.
The team of creative design experts triumphed over the likes of The AA, Pizza Express and Camden Council to take the awards in front of a room brimming with industry experts.
Andrew Thomas, publishing editor of awards organisers Transform magazine, said: “Each brand that has been involved in this year’s awards, global or local, has demonstrated outstanding creative ability and strategic thought while working closely and collaborating with their agencies.
“Over the last eight years winning companies have consistently outperformed their peers and sectors, putting brand at the heart of their business – and that’s a proven winning formula.”
Matt Spiby, Moirae Studio Manager said: “We worked closely with Ruddocks, who created British Steel’s brand identity, so we’re glad to see our collaborative work recognised on this international stage too.”
Here is a breakdown of what we won and the fantastic feedback we received from the judges:
The Grand Prix Award for Overall Excellence in Rebranding
This award is for overall excellence in rebranding. You cannot enter this directly, all entries will be automatically put forward for this award.
Judges comments: A new era in British steelworks has dawned with the birth of British Steel. The company – not a revival of its namesake, but the result of an acquisition by Greybull Capital – was once known as Tata Steel’s Long Products Europe. Reinvigorating the business in the midst of uncertainty in the manufacturing sector required a brand that would inspire the workforce and stand for the modern face of British industry. The new visual identity has been a hit, both externally and internally, breathing new life into the historic name of British Steel and readying it for the rigours of modern business. The launch was nothing short of a triumph: select employees from every area of the business were invited to a flag raising ceremony at which the new identity was unveiled, while over 24,000 others tuned in to watch it being livestreamed. Although the brand has been live for less than a year, the response has already been overwhelmingly positive. Our judges described it as a “strong and compelling branding project,” with “excellent results, particularly in employee engagement.”
Beating: Natwest, Lenovo Moto, The Premier League, Lloyds Banking Group, Argos,
British Steel - Best visual identity in the industrial sector – GOLD
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.
Judges comments: When Greybull Capital acquired and then rebranded Tata’s Long Products Europe, Moirae Creative were one of the agencies tasked with the honour of reintroducing the iconic British Steel name to the world. The brand has been live for less than a year, but the response has already been overwhelmingly positive. Our judges described it as a “strong and compelling branding project,” with “excellent results, particularly in employee engagement.”
Beating: Quarra, Hempel.
British Steel - Best implementation of a brand development project – GOLD
This award is for the best execution of developments to or rebrand of an organisation. The coordinated rollout of a change helps to ensure a new identity has maximum impact on audiences.
Judges comments: A powerful rebrand was implemented for British Steel, reforging the historic name for Tata Steel’s Long Products Europe business after its acquisition by Greybull Capital. With an old name but a new start for the business, it was essential that the fresh brand resonated with stakeholders and stirred emotions while being globally recognisable. A strong launch campaign, including events, a video and a digital media push, helped to reach as many employees as possible. Employee engagement has jumped significantly, along with strong increases in social media activity and recruitment levels. The business has returned to profit and is currently investing in growing its staff.
Beating: KNetc365 an Informa business, Atkins Acuity, Hempel, Warwick Conferences
British Steel - Best internal communications during a brand development project – GOLD
This award recognises the importance of effective communication with the internal audience during a brand transformation. Employees should be engaged and informed about change in a company’s positioning or brand strategy, ensuring the changes takes place evenly throughout the organisation.
Judges comments: When Tata Steel’s Long Products Europe business was purchased by Greybull Capital and relaunched to the world as British Steel, one of the most immediate priorities was to ensure all stakeholders, particularly employees, were on board and backing the business. Key to the internal comms campaign was ensuring as many employees as possible felt involved. Brand workshops, spanning shop floor and office employees from manufacturing, commercial, marketing and technical disciplines all helped to clarify the vision, as well as revealing the best and worst aspects of previous brands. A network of brand champions was also recruited to help get employees engaged on an individual level. The rebrand has been a tremendous success, with solid results for the business and significantly higher employee engagement scores.
Beating: ING Bank, Merck KGaA, Pearson, Lucite International
British Steel - Best rebrand of a digital property – SILVER
This award is for the best rebrand across the digital and online assets of an organisation, including its websites and apps.
Judges comments: Despite severe challenges in the UK market, Long Products Europe, now rebranded as British Steel, is making a strong start on success, thanks in part to its newly designed web presence. The new site, by Moirae Creative conveys the pride, spirit, passion and positive ethos that is British Steel, as well as providing a wealth of information to prospective customers.
Beating: The AA, Pizza Express, KNetc365 an Informa business
British Steel - Best brand evolution – SILVER
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.
Judges comments: When Grey Bull Capital bought Tata Steel’s Long Products Europe business, it was relaunched as British Steel – an old name, but a new brand. To make good on proud traditions, an identity was crafted that both expressed the strong history of the brand as well as its fresh and innovative approach to the industry.
Beating: University Of Reading, WWF, Ascot, Selwyns Seaweed
Play Valley – Best Wayfinding and Signage – SILVER
This award honours branded signage and wayfinding systems that have been strategically developed to be effective and reflective of the brand’s values and overall visual identity.
Judges comments: To make its mark in the increasingly competitive indoor soft play centre market, Play Valley teamed up with Moirae Creative to create a bold, colourful and welcoming identity for the business. Instantly recognisable signage, featuring bright colours and fun typefaces made finding the centre child’s play.
Beating: Camden Council, Capital Partners
Play Valley – Best Visual Identity from the Travel, Leisure and Tourism Sector – Highly Commended
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.
As you can imagine to get the Grand Prix for Rebranding Excellence was the icing on the cake for us, rounding off a rather spectacular evening.
We were proud to be in London representing Yorkshire and the great work that takes place within our region.
If you are interesting in finding out more about our services give us a ring and try out our award winning service.
