Our work for Maltese electrical supplier Calleja was heralded as one of the world’s most effective rebrands in the seventh annual REBRAND 100® Global Awards. This prestigious accolade is the highest recognition for excellence in brand repositioning, and is the first and only global program of its kind. Bulldog’s rebrand of Calleja set out to provide reassurance of the brand’s enduring qualities after their Managing Director – Tony Calleja, passed away and to better position them for growth and profitability in the future.
We were completely shocked when we heard. In a field that includes some of the industry’s top firms, including Meta Design, Interbrand, FutureBrand, Siegel+Gale and Lippincott, we had to read the notification several times before we realize that we had won ‘Best of Awards’. Both Jonas and I were thrilled with the end product and so pleased the Rebrand 100 judges felt the same way.
Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified customers and prospects. Jurors were unaware of the brand strategists’ name and size when reviewing the projects. Consequently, a small consulting firm had as much opportunity to be selected as did global organizations with exponentially greater budgets.
“There’s been some great work over the past months, and it wasn’t an easy task to shortlist the showcase projects,” said Sajag Patel, Managing Director and Principal Creative, Breathe Branding in United Arab Emirates and 2011 juror. To select winners, a new, international panel of multidisciplinary experts convenes yearly to review the best of the submissions. They consider “before” and “after” representations of brand transformations with written summaries.
Over 32 industries and 34 countries are represented among the 2011 winners. They ranged from the passenger Rail Agency of South Africa (PRASA) to luxury car brand, Audi, the United States Mint, BPost and of course, Calleja.
Some 2011 jurors included Marty Neumeier, Director of Transformation, Liquid Agency and author of Zag and The Designful Company; Fred Gelli, Creative Director and Partner, Tátil Design de Ideias in Brazil; Janelle James, Vice President, Account Director, Leo Burnett Worldwide; Chris Butler, Vice President, Newfangled; and Inese Silina of Nike Golf Global Brand Design.
This is a video interview with Maltese design magazine RedWhiteMT about Bulldog and our participation in the 2011 REBRAND 100 Global Awards.