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Awards: 2022 DBA Design Effectiveness Award winners prove the value of design in creating positive change

LONDON, UK — The wide-ranging impact of design on businesses from across the world was celebrated during the 2022 DBA Design Effectiveness Award winners’ announcement. Established in 1989, the awards recognize and celebrate the compelling influence of design on the success of a project or business. Crucially, the awards are evidence-based, with the impact of the design measured and verified.

Spanning work for global companies and government departments including Mars Wrigley and Ministry of Justice, to start-up challenger brands and charities including Shorts Boy Distillery and Barnardo’s, 24 client and agency partnerships were recognized with Gold, Silver, or Bronze awards. The winning projects evidence the integral role design plays in transforming businesses, improving societies, and enhancing people’s lives.

Across the Gold, Silver, and Bronze award winners the results prove the value of design in creating positive change. Among them:

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  • Rebrand of Billson’s: an Australian drinks business (Grand Prix and Gold): Staff numbers grew from two to 28 following the complete rebrand by Cowan. Reinstated to its heyday, the business is an integral part of the community once again, positively impacting on local economy and employment.
  • Ministry of Justice sexual violence campaign (Silver): Consisting of 20 short videos, social media assets, and podcast adverts, the #ItStillMatters campaign created by Design102 resonated with victims of sexual abuse, encouraging them to seek help. It drove 50% of traffic to the campaign website, with 21% of site users clicking through to support services.
  • Barnardo’s online portal for young care-leavers (Bronze): Around 10,000 16-18-year-olds leave the care-system every year but a third soon become homeless. The LifeLabs’ online portal, created with ethical design agency Leap, provides them with resources to help them live independently and achieved 1,200 unique users within 6 months with IKEA extending its support to enable a national roll-out.
  • GlaxoSmithKline’s easy-open cap (Bronze): Flipping open with a finger, palm, or table edge, Voltaren’s new, easy-open cap is a revelation for those with hand pain and dexterity issues. 93% of test consumers agreed the bespoke cap, created with DCA Design International, is more intuitive and easier to open the first time and sales grew 5.76% in Germany.
  • Little Bellies baby food rebrand (Gold): Value sales soared 262% within 3-years of baby food business’ rebrand by B&B studio, which enabled it to extend its range from eight to 26 products and expand into North America, where it can be found in 6,000 stores.
  • Oxford Brewery (Gold): A transformational repositioning and striking new brand image by WPA Pinfold helped save the brewery following the worst period for hospitality in living memory. The micro-brewer was able to move to the high-end of the market, raise prices, grow margins and secure its survival.

The Awards are entered jointly by client and designer and winning projects have been rigorously judged by business leaders from organizations such as Aviva, Coca-Cola Company, Costa Coffee, Electrolux, eve sleep, Financial Times, Google, Huawei, Lloyds Banking Group, PwC, Reckitt, Sodexo, and Virgin Atlantic in three rounds of judging. The Grand Prix award was selected by a special judging panel that included James Bruce, CEO, Buro Happold, Laura Citron, CEO, London & Partners, Tim Reeve, Deputy Director, and COO, V&A, Helen Brocklebank, CEO, Walpole.

Chairman of the Judges Clive Grinyer said, “It has been inspirational to see the continuing stories of design effectiveness in this year’s submissions. Companies from the largest to the smallest have used design as a strategic tool to strengthen their relationships with customers, engage them in the values of their brand, and communicated their purpose to customers. In an increasingly competitive market in such challenging times, they have invested and reaped the measurable rewards of design. The DBA Design Effectiveness Award winners, across Bronze, Silver, and Gold, can be assured they have achieved the highest level of evidence that their use of design has bought them success.”

DBA CEO Deborah Dawton said, “The DBA Design Effectiveness Awards bring to life design’s ability to deliver competitive advantage for businesses, setting them apart in increasingly complex and crowded markets. And often, when designers are allowed to bring to the table their expertise and knowledge of the changes they see coming in society, such as the drive for a more sustainable world, their solutions for businesses stand to deliver an even better outcome, a better tomorrow for us all.”

The 2022 awards results and full case studies can be viewed here: www.effectivedesign.org.uk/winners. More information about the DBA Design Effectiveness Awards 2022 can be found here: www.effectivedesign.org.uk.

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