2009 ReBrand 100® Global Awards and Graphis—The International Journal of Visual Communication
Two brand redesigns by MiresBall, a San Diego-based brand consulting and visual design firm, were named among the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards.
ReBrand 100 is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global, juried program of its kind. MiresBall brand redesigns for clients CND, a global leader in the professional nail, hand and foot care industry, and Lux Art Institute, an innovative artist-in-residence museum in North San Diego County, were recognized in this year’s competition.
“With the value of branding no longer a secret, the world becoming borderless, and the rate of information travel unbounded, assessing brand distinction and leadership is no easy task. The range of excellence in this year’s global pool was inspiring, and demonstrated the value of effective rebrands and the global commitment evident in solutions,” said Thebe Ikalafeng, CEO of South Africa-based Brand Leadership Group and 2009 ReBrand 100 juror.
To select winners, jurors reviewed the work, which was required to transcend cosmetic changes. In addition to specific review guidelines they followed, strong consideration was given to executed strategy that made an emotional connection, met the stated objectives and needs of the identified target market. In true democratic fashion, a one-person entity had as much opportunity to be selected as did global organizations, since jurors were unaware of the brand strategist’s name and size when reviewing the projects.
Over 40 industries and 21 countries are represented among the 2009 winners. Some of the world’s best known branding consultants such as Interbrand, The Brand Union, DDB Canada competed, as did in-house teams, small agencies, and representatives of multinational corporations. The jury panel, new each year, consists of a multidisciplinary mix of prominent, international, industry experts. The 2009 panel of 10 included CEO for Interbrand Health Jane Parker, Burt Helm of Business Week, and creative director of Australia-based Principals, Simon Wright.
Unique among other awards, “before” and “after” scenarios of each brand transformation are reviewed with details of the accompanying write-up on the approach.
MiresBall was also recently recognized by Graphis, The International Journal of Visual Communication, for its work with Shure, a global leader in audio equipment manufacturing. The Graphis Gold Award-winning project was the firm’s packaging design for the 40th anniversary of the best-selling legendary Shure SM58 microphone.
The winning packaging was part of a larger-scale brand refresh led by MiresBall which resulted in a new Shure positioning and tagline, a unified brand visual system, and package redesigns for several product lines.