Auckland-based branding agency Re:brand has earned global recognition at the Transform Diamond Awards.
Held annually, the awards bring together winners from Australia and New Zealand, Asia, Europe, the Middle East, Africa and North America.
Finalists then compete for the ultimate recognition: Diamond status, awarded to the best branding work globally.
An amazing moment for the team
Re:brand secured two Diamond awards and one Gold at the event.
The awards recognised Best Naming Strategy for Mai Lighthouse and Best Brand Consolidation for Allevia, with an additional Gold for Best Visual Identity in the Healthcare and Pharmaceutical Sector.
“Seeing a small Auckland agency sitting alongside some of the biggest branding agencies in the world was honestly a pretty amazing moment,” says Tim Dove, director of Re:brand.
Dove says Mai Lighthouse, formerly Franklin Family Support Services, represents a successful, future-focused rebrand of a deeply trusted community organisation.
The symbolic identity, which incorporates the meaning of “Mai” (“toward” in te reo) alongside a lighthouse, reflects safety, guidance and clarity.
Impactful work
Meanwhile, Allevia marked one of the most sensitive and complex rebranding efforts in New Zealand, with the Sisters of Mercy passing on the baton after more than 140 years, creating an opportunity to unite seven healthcare services under a scalable, biculturally relevant identity system.
“These projects represent the kind of work we care deeply about. Complex organisational challenges involving trust, heritage, growth and clarity during change,” says Dove.
Judges praised the work’s impact, commenting on its ability to address substantial cultural and organisational complexity.
For Mai Lighthouse, judges said it was “a true success in renaming a historic brand. The meaning and concept behind it speaks directly to the target demographic sentiment when seeking help for their family.”
On Allevia, they said it was a huge, sensitive and complex rebrand that successfully unites seven services while meeting expectations around bicultural relevance.
In each case, Re:brand deployed evidence-led strategy, extensive stakeholder engagement and culturally sensitive approaches to deliver impactful results.
“These projects only happen when organisations are willing to do the difficult strategic thinking required to create meaningful change,” says Dove. “We’re incredibly grateful to the clients who trusted us with this work.”
