Brand Impact Awards 2021: All the winners revealed

(Image credit: Future)

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We're delighted to reveal the winners of the Brand Impact Awards 2021.

Due to ongoing Covid-19 restrictions, judging once again took place remotely, but we took the opportunity to broaden the range and depth of expertise in each debate – with a global panel spanning San Francisco to Sydney, taking in New York, London, Paris and Cape Town along the way.

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San Francisco Symphony by COLLINS(Image credit: COLLINS)

A 108-year-old international cultural touchstone, the San Francisco Symphony has a deep legacy of rewriting the rules to advance the orchestral arts. As part of a wholesale transformation of its previous approach to programming, the organisation has blazed a trail in the industry by putting diversity, equity and inclusion first in a hierarchy-subverting restructure. In a move that stunned the global music community, the baton as music director passed to visionary conductor and composer Esa–Pekka Salonen.

The result is an experimental, responsive visual system that brings to life the dynamic qualities of classical music, using classic, elegant typography to express the art form's heritage. Responsive, variable font technologies add an unexpected contemporary behaviour – each typographic character morphs in reaction to the sound of music. COLLINS also crafted a more expressive voice, juxtaposing the timeless formality of black and white with a contemporary palette inspired by the San Francisco Bay Area. All of these elements combine to evoke the rich emotional range of symphonic music across an ever-changing media and digital landscape.

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Story Espresso by For The People(Image credit: For The People)

Based in Lane Cove, Sydney, Story is a new specialist coffee shop looking to cement its reputation in this already vibrant cafe culture. As part of a growing multicultural community, its customers are as attuned to great design as they are to top-quality coffee – and voracious social media users. Story needed to establish an engaging, definable and premium identity that could break through the competitive and dense marketplace, and be embraced by a growing legion of loyal customers.

For The People crafted its new identity entirely around a love of storytelling. Story became a convergence point: a place for people to come together, where great stories start, pivot and end. Using the space as a blank page – from coffee cups, to T-shirt labels, to the undersides of benches – stories hooked customers into the experience by making them characters in ongoing storylines. A friendly little monster mark oversees the stories as they unfold.

"The strength of the branding comes from utilising the relationship between reading and coffee shops," says Chris Booth, associate creative director at LEGO's in-house agency, who judged the work in Bars & Restaurants, and as part of the Best of Show panel. "The short stories prompted intrigue, making you want to read the next chapter – be that on a napkin, cup or till receipt. The playful voice throughout makes the brand feel warm and welcoming, showing a keen understanding of its customers' passion for storytelling. Clever, witty and memorable. I wish I had a Story Espresso near me."

"I really admired this entry," adds Jane Duru, verbal design director at R/GA Sydney and another Copywriting panellist. "Every detail, from the brand idea to the naming to the actual writing itself, was so well thought out and finely crafted. The copy is charming, the brand distinctive and most of all, it makes me – a consummate tea drinker – want to go and have a flat white at Story right now."

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Robinhood by COLLINS(Image credit: COLLINS)

For those who lack the privilege of generational wealth, it can be hard to break into investing. High barriers to entry, abstract concepts, and opaque language create a financial system that thrives on fear and confusion. Founded in 2013, Robinhood is the pioneer of successful commission-free trading, and one of the fastest-growing brokerages in history. One of its founding principles is that everyone – not just the affluent – should have clear pathways to wealth creation.

The process began with series of client workshops in COLLINS' San Francisco office, with an inspiring purpose: to imagine what the world could look like fifty years into the future, if society were to embrace Robinhood's belief that collective participation is a source of power. This led to a close collaboration with the team at Robinhood to hone their vision, strategy, language, design, and voice.

"This is a game-changer for the finance category and a best-in-class execution of a brand brought to life through digital products," says Johanna Drewe, partner and creative director at Studio Output, who judged the project in Illustration and was also part of the Best of Show panel. "The simplification of bamboozling topics through guides and clever illustrations are a personal favourite, but the overall brand experience just seems so well-thought-through and a joy to interact with."

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Afghanistan's First All-Female Orchestra by Williams Murray Hamm(Image credit: Williams Murray Hamm)

A handwoven wool rug is an iconic symbol of Afghan culture, often used as a stage. Traditionally, weavers would conceal themselves and messages within their designs. During times of conflict, so-called 'war rugs' relayed compelling, often heart-wrenching narratives from the heart of the conflict – and they are still considered one of the world's richest traditions of war art. This is best summed up by the following saying from Williams Murray Hamm's entry: "When you look at an Afghan rug, you can see its soul."

"This project is hard to ignore, as a genuine, heartfelt story so clearly connected to the origins and context of its content," reflects Megan Bowker, design director at COLLINS, who judged it in Not-for-Profit and was also part of the Best of Show panel. "By reimagining a poster's medium and form, this woven rug exhibits thoughtful and masterful craft that is simultaneously filled with life and narrative."

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Love Welcomes by Saboteur(Image credit: Saboteur)

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Pencil Box by Studio Sutherl&(Image credit: Studio Sutherl&)

Part of Studio Sutherl&'s brief was to include interchangeable character parts that could mix and match as the lids swapped sides. Using basic pencil shapes as building blocks – the shaft, the hexagon, the lead circle and the shavings – a series of four distinctive characters took shape: Bubo the Owl; Ningyo, a fish-like creature; Calaca, a Mayan skeleton; and Helios, the sunflower. A series of simple, playful animations brought the characters to life on social media.

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Tres Generaciones by Turner Duckworth(Image credit: Turner Duckworth)

Balancing the need for modernity with a 150-year family heritage, at the heart of the redesign is the three-stripes icon and its transition from rough to smooth. Holding a dual meaning, it represents not only the journey of the three generations of Sauza leaders as they perfected their tequila over time, but also the distinctive third distillation step in the production of Tres which results in a more refined finish.

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The Kraken Rum by NB Studio(Image credit: NB Studio)

To ensure the longevity of the format, the body of the bottle is reserved as a canvas for customisation as part of future iterations of the campaign. This first plunge into Unknown Deep unearths bottles that have been bravely commandeered from within the Kraken's lair – encrusted in precious gold and ancient currency which depict the mysterious Beast. As NB says in the awards entry: "How and why the Kraken happened upon this inestimable cache, only the Beast knows."

One of the key features of the Acoustasonic Jazzmaster is its innovative new Blend Knob, which enables the guitar to shift seamlessly between iconic acoustic voicings and big electric tones, bridging the gap between two worlds that had previously been opposed. The 'cause and effect' relationship between the rotation of the knob and its physical and aural transformations became a central conceit of the film.

Often seen as an adult-dominated world full of clinical and inaccessible terminology, child psychotherapy runs the risk of intimidating the same minds it's trying to reach. Magic Canvas flips that on its head. Starting with the principle of art therapy – draw how you feel – Magpie Studio built a brand that encourages children to get involved. The challenge was to find a balance between playfulness and professionalism – to appear fun for kids, whilst inspiring trust in their primary carers.

FRAHM's brief was to create environmentally friendly and memorable packaging for its range of jackets, which could reinforce the brand's 'Tough Beautiful' mantra. Supple Studio found inspiration in an unconventional place: macro photography of UK-native beetles, creatures tough and beautiful in equal measure. Printed large-scale on boxes and bags, the beetles symbolise FRAHM's resilient all-weather technical garments.

"FRAHM's branding immediately stood out from the rest," reflects Kirsty Minns, executive creative director at Mother Design – who judged the project in both the Fashion and Social Impact categories. "The way it communicates its brand narrative and support of mental health charities is done in such a thoughtful and relevant way. You instantly want to discover more about the brand, and it's the kind of packaging you'd want to keep forever."

Located just 40 minutes from the Tasmanian capital Hobart, the Derwent Valley is billed as one of the last great secrets of Australia's island state – home to some of the most spectacular and historically-significant sites in the country. The region needed an authentic identity that could capture its true nature, resonate with locals, distinguish itself from the rest of Tasmania, and ultimately attract more visitors.

Besides stimulating tourism, the rebrand also needed to drive investment, economic development, population growth, and secure a sustainable future for residents. With a relatively modest central marketing budget, the organisation is largely reliant on community ownership and implementation across different businesses, community groups, local initiatives, and events. For The People provided the versatile toolkit required for thousands of unique voices to help amplify that narrative so the region can punch above its weight.

In the 1840s, Crane pioneered embellished engravings to prevent counterfeiting. By 1879, it was paper supplier for all US dollars for the Federal Reserve Bank. At the turn of the century, a push against the mechanisation of humanity was taking place: The Art Nouveau movement was influencing Crane's paper products. Since then, algorithms, social media, and AI have exchanged thoughtfulness for speed and efficiency – but the timeless physicality of paper has an enduring appeal.

As well as printed bar collateral, the visual language extended to digital including website and Instagram content. A clear invitation animates when turned, and two large-scale wooden artworks within the bar itself reveal hidden visual messages when viewed from a distance. Despite the pandemic putting the brakes on just a few weeks after its grand opening, Silver Lyan was inundated with visitors and received rave reviews during this short period, laying the groundwork for a bright future.

"I'm a sucker for branded experiences that feel like the stories they're telling," says Laurel Stark, creative director for The Sims at Electronic Arts. "What set this apart for me was the modern simplicity and the thoughtful layer of interactivity they brought to each piece. From drink cards to the art on the wall, everything encouraged a second look, additional play, an extra layer of discovery."

At the heart of Superunion's rebrand is the idea 'Feminine by Nature', which relates to the product and how it's made, and also nods to Agricola Dargenio's first female CEO. Designed to evoke a feminine form, each of the 300 limited-run bottles were individually hand-thrown – completely unique, they reflect the beauty in individuality. Aside from a subtle stamp in the base, the bottles are purposefully left unadorned so they may be re-purposed into beautiful vases.

Brandenburg developed a truly modern identity that draws on Iceland's heritage and culture beyond the football pitch. Honouring the rich tradition of storytelling, the new scheme reawakens the saga of the Landvættir, guardian spirits of Iceland, which dates back to the first settlers. Together the four mythical creatures – a giant, bull, eagle and dragon – protect the island, and have been shield bearers on Iceland's Coat of Arms since 1918.

"The Boing rebrand is equal parts slick and wonderfully chaotic," says Frida Ek, creative director at Animade and part of the Motion Design jury. "Art&Graft have created a playful and bold visual identity that not only captures Boing's audience, but invites them to bring their own creativity to an expertly built framework. They've developed an eclectic mix of styles that felt infinitely varied, but with a unifying irreverence and craftsmanship."

To coincide with the 10-year anniversary of the BBC TV series Sherlock, Royal Mail asked NB Studio to create a set of four stamps to capture the eerie and mysterious feel of four of Conan Doyle's best-loved books. Rather than going into too much detail on Holmes' face, the legendary sleuth is recognisable simply from the silhouette of his iconic deerstalker hat. Illustrator Karolis Strautniekas picked out significant clues from the stories using strategically placed shafts of light, in an eye-catching series that stays faithful to the Victorian stories – with a modern twist.

At the end of 2018, WPP announced a merger between J.Walter Thompson and Wunderman: digital agency, and Wunderman Thompson was born. Having started life as a small passion project, WT Gothic was inspired by the historical roots of each agency – including the striking architecture and signwriting of their original buildings. After a small set of sample characters convinced senior executives of its potential, the custom typeface went from strength to strength, helping to unite Wunderman Thompson and give the newly-formed agency a unique voice across its 80-plus offices worldwide.

Inspired by Wavemaker's updated brand strategy 'Positive Provocation', NB Studio's new visual identity system for the global media agency network continually effects, reacts and responds to the world around it. Designed in a bespoke font, the logo is constructed from blocks that rearrange into graphic illustrations and simple digital animations to signify disruption, transformation and dynamic change. The orange dot from the logo becomes a playful 'agitator' in each animation, representing Wavemaker's often complex role as a transformative influence on businesses in a simple but effective visual way.

Situated in Hammersmith, on London's River Thames, Riverside Studios has been home to British TV classics such as Top of the Pops, Blue Peter and Doctor Who. After a seven-year closure for redevelopment, Riverside reopened in 2020 to host television productions, cinema and visual arts. Reflecting the studios' innovative heritage, Superunion set out to position it as a place that brings culture and communities together. The new branding features a striking series of moiré patterns, inspired by the visual effect of television screens and the flowing movement of the river.

Formerly known as Miami Ad School, M.AD School of Ideas is home to passionate misfits, rookie visionaries, and some of the most-awarded alumni on the planet. Now over 25 years old, M.AD has grown into a global network with 15 schools worldwide, from Berlin to Buenos Aires. COLLINS was tasked with developing a new branding scheme that embraces that legacy, whilst acknowledging that education is never static. The result is the 'M-dot' mark: an 'M' that constantly changes and recreates itself, balanced by a steadfast counterpoint – and brought to life with a vibrant 'Miami pink' colour scheme.

Founded in 1629, Chigwell School is a co-educational independent school based in Essex, UK. To help modernise the school and attract a wider range of admissions, Nalla developed a new brand strategy to find contemporary relevance in its founding motto: 'Find a way or make a way'. Inspired by the Chapel that sits at the heart of school life, the new branding system uses graphic line art to represent the leading from stained-glass windows – a distinctive look and feel that weaves through every print and digital touchpoint.

Briefed to move away from more traditional 'Americana' look and feel for singer-songwriter Lou Kyme's new album What's The Worst That Can Happen?, B&W Studio drew on punk references to capture the quiet noir-esque drama of the title. At the heart of the design system is the edgy typeface Lyno, by Radim Pesko, paired with thoughtful, dystopian-feeling photography by John Angerson. The type animates to the beat to create unique visuals for each song, with an arresting red-and-black colour scheme tying the different sequences together.

A small internet-based radio station, Sidetracks broadcasts from a range of places and spaces in London and beyond. Each show has a specific theme and is presented by enthusiasts and friends to share their love of music. Studio Sutherl&'s identity is based on the literal 'tracks' on an LP, with two semi-circles offset to create an 'S'. The black-and-white line pattern translates into a range of abstract Op-Art covers for each show, as well as a range of merchandise, which combine to create a mesmerising optical effect.

Launched in 1989, First Direct was the original disruptor to legacy banking. In the face of a raft of new fintech challengers, it needed to reassert itself as a people-first digital bank. Tasked with First Direct's first rebrand in 30 years, BrandOpus developed a new symbol and pattern – the 'FD fingerprint' – that flexes across platforms to represent a potent blend of understanding, individuality, and security. The distinctively no-nonsense black-and-white palette is lifted and modernised with pastel highlights of 'lobster', 'spearmint' and 'submarine', while a playful, character-led illustration style adds an extra touch of personality.

As the world's largest and most influential fiduciary, BlackRock manages nearly $7 trillion of assets. Historically lumped in with 'Wall Street', the organisation needed a rebrand to emphasise that it was neither philosophically or geographically part of that now widely distrusted culture. To help change the conversation and reflect BlackRock's new purpose – which puts the focus on financial wellbeing, rather than wealth – Turner Duckworth introduced a warmer colour palette to stand out in a sea of blues and greens, introducing a whimsical (but appropriate) illustration style to help communicate more complex ideas.

Over the last 50 years, mid-western gas station chain Casey's has grown into the fourth-largest convenience store in the US, and the fifth-largest pizza outlet. But its brand was in dire need of a refresh to do all this progress justice. To honour its small-town roots, Interbrand evolved the distinctive barn-roof shape from Casey's old logo into a much more ownable brand asset, with the weathervane a quirky focal point in a bold, unifying system that spans pizza boxes, fountain drinks and over 100 private-label products across 16 different categories.

Built on the site of historic Georgian botanical gardens in the heart of London E1, Botanical Lofts is a new boutique development of apartments. Inspired by the original gardens, which housed coveted specimen plants that most Georgian Londoners had never seen, Range Left paired delicately organic, floral-inspired typography with botanical Dutch Master paintings. Beyond the website, brochures and social media assets, the branding comes to life at scale on hoardings and a large artwork mounted in the building's reception.

i.Detroit is a research-based exploration of 100 individuals from Detroit, nominated from within their communities for their positive contributions to society. Photographic portraits unlock oral histories when scanned with the accompanying app, and in a nod to Motown and Detroit's rich musical heritage, the cover plays original soundscapes by Brian Eno and Derrick May. Studio Sutherl& developed an icon for the project based on a human handprint – its lifelines created from the map of Detroit – and for the logotype, several 'i's combine to form the shape of a community star for use on promotional items.

In a break from tradition, for Christmas 2020 the team at Brighton-based studio Baxter & Bailey decided to step away from sending their usual physical card to clients and collaborators in favour of building something more playful. Marking the end of a long year in which virtual meetings became the norm, the result was a set of 12 animated virtual backgrounds for anyone to download for free, providing some weird and wonderful conversation starters for their next on-screen encounter.

In Chinese, zìjĭ means individual character; our inner self. Ziji phone cases are specifically designed for creative individuals to express themselves, and the company focuses as much on the creation process as on the final product itself. andstudio's brief was to create a friendly brand expression that can accommodate a broad range of ideas and sources of inspiration. Based on a thought bubble, the Ziji character acts as a warm, supportive helper to lead creators from their initial idea right through to adding the finishing touches to their new phone case.

In January 2021, Mailchimp launched a campaign to change perspectives about corporate citizenship, and encourage support for small, local, emerging organisations and not-for-profits. Big Change Starts Small focuses on uplifting small world-changers in Mailchimp's home city of Atlanta, with a view to building up the community by supporting those who know it best. At the heart of the campaign was a short film that celebrates and highlights the plight of the smaller players with a quirky hand-drawn animation style.

Many of the key players in Ireland's fast-growing and ultra-competitive budget mobile sector share certain traits: they are brash, with loud colours, aggressive visuals and a fixation on being 'cheap'. Vodafone approached Superunion to develop a new brand to appeal to savvy bargain hunters more interested in good value. By stripping back mobile to its bare essentials, Clear Mobile promises consumers everything they need and nothing they don't. The no-nonsense scheme strips out all colour, literally cuts corners off the typeface, and pares the tone of voice back to three guiding principles: deadpan, dead simple, and dead honest.

Launched in partnership with Birdlife International, this limited-edition bottle of 12-Year-Old Redbreast Irish Whiskey features an intricate copper casing. Once removed, it can be filled with bird feed and hung in the garden, protecting common species from becoming endangered. Every one of the small run of 2,000 bottles sold raises €15 to conserve and restore bird habitats, as part of Redbreast and BirdLife International's joint mission to "keep common birds common".

Notpla ('Not Plastic') is a revolutionary, seaweed-based material that naturally decomposes in weeks – an innovative solution to the 8 million tonnes of plastic dumped in the oceans each year. Superunion delivered a name and brand that would leave people in no doubt about its revolutionary potential value in the world. Built on the idea that its products will change the world, the animated logo reflects a vessel that can be filled with liquid, and when it is emptied, the exterior disappears – just like its packaging.

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.

Download the winners showcase

Best of Show

Brand Impact Awards 2021: Best of Show

Best of Show 2021: San Francisco Symphony by COLLINS

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Shortlisted for Best of Show: Story Espresso by For The People

Shortlisted for Best of Show: Robinhood by COLLINS

Shortlisted for Best of Show: Afghanistan's First All Female Orchestra by Williams Murray Hamm

Gold Award winners

Brand Impact Awards 2021: Gold Awards

Love Welcomes by Saboteur

Pencil Box by Studio Sutherl&

Tres Generaciones by Turner Duckworth: London, San Francisco & New York

The Kraken Rum by NB Studio

Fender - Acoustasonic Jazzmaster by ManvsMachine

Silver Award winners

Brand Impact Awards 2021: Silver Awards

Magic Canvas by Magpie Studio

FRAHM by Supple Studio

New Holland Brewing Company by Design Bridge

American Library by The Click

Derwent Valley by For The People

Crane Paper by COLLINS

Silver Lyan by Magpie Studio

Figlia by Superunion

Goodfind by Reed Words

The Spirits of Iceland by Brandenburg

Boing by Art&Graft

Bronze Award winners

The Royal Mail - Sherlock Holmes by NB Studio

WT Gothic by Wunderman Thompson

WPP Wavemaker by NB Studio

Riverside by Superunion

M.AD School of Ideas by COLLINS

Chigwell School by Nalla Design

Lou Kyme by B & W Studio

Sidetracks Radio by Studio Sutherl&

First Direct by BrandOpus

BlackRock by Turner Duckworth: London, San Francisco & New York

Casey's by Interbrand

Botanical Lofts by Range Left

i.Detroit by Studio Sutherl&

A Baxter & Bailey Zoommas by Baxter & Bailey

ZIJI by andstudio

Big Change Starts Small by Mailchimp

Clear Mobile by Superunion

Redbreast Irish Whiskey Bird Feeder by Nude Brand Creation

Social Impact Award

Brand Impact Awards 2021: Social Impact Award

Winner, Social Impact: Love Welcomes by Saboteur

Shortlisted for Social Impact: Magic Canvas by Magpie Studio

Shortlisted for Social Impact: FRAHM by Supple Studio

Shortlisted for Social Impact: Goodfind by Reed Words

Shortlisted for Social Impact: Notpla by Superunion

Congratulations to all winning agencies

Download the winners showcase

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