Finalists DDA Best Client Award 2016
September 5 2016
Brabantia, MultiTankcard and Transavia finalists DDA Best Client Award 2016
The three finalists for the Best Client Award 2016 are distinctive in their contemporary approach to cooperation. On Saturday 29 October the winner will be announced during Dutch Design Week.
The Best Client Award is the Dutch Design Awards (DDA) special prize for clients who employ designers and design strategically in their organisation. Rewarding good commissioning of design. Important criteria are the degree of professionalism, strategy, sustainability and innovation. From all the submissions the committee, comprising Pieter Aarts (ContentKings, DMN), Rita van Hattum (BNO), Luuk Ros (NIMA), Roel Stavorinus (design and marketing strategist), Mark van Iterson (Heineken) and Adjan Kodde (Mirabeau) selected three finalists this year.
What struck the evaluation committee the most from the cases submitted was that clients in many cases only work incidentally with a design agency; there is still a deficiency in long-term, strategic partnerships. Clients seeking success must deploy creativity and various disciplines to develop visions for the long term. Displaying daring and vision, in other words design leadership, has the future. The three finalists have shown how great the results can be if, as a client, you dare to do this.
The committee sees the finalists and several other submissions as examples of more contemporary cooperation. They are sustainable, iterative, agile, multidisciplinary and all have a common goal: the creation of added value for the end user. Manufacturer of household products Brabantia, mobility service MultiTankcard and airline Transavia have shown themselves to be different through formulating answers to complex issues about long-term brand identity.
In cooperation with: Proud Design, Studio Aandacht, Bovil // www.brabantia.com
Family firm Brabantia (established in 1919) is specialised in kitchen accessories and household articles and, since 2012, has been led by CEO Tijn van Elderen, already the fourth generation within the Brabantia family. Over the last few years he has opted for far-reaching repositioning, with as leitmotiv: which role do the Brabantia products play in the lives of their customers? Three creative agencies were engaged to develop the repositioning and implement it in all areas: Proud Design took care of the logo & packaging design, Studio Aandacht of the styling and photography and Bovil of the communication and copy.
This case is all about a family firm that has managed to turn things around in time with vision, decisiveness and the right amount of daring. The result is recognisable and contemporary. Each time the balance between classic and contemporary has been struck. It is accessible for a broad target group, while retaining a high-quality appearance. From the entire approach it is clear that Brabantia knows and has analysed its customer, context and market. In the rebranding of various products individual designers (such as Orla Kiely and Mae Engelgeer) and specialised agencies (like Van Berlo) were engaged. Through the space that Brabantia created they channelled maximum creative freedom for the designers. The result is attractive and effective design. It is also commendable that the company is involved in recycling and other aspects of sustainability.
In cooperation with Funcke Creatieve Partners // www.mtc.nl
MultiTankcard (MTc) now offers a wide range of mobility services, such as refuelling, electric charging, parking, public transport subscriptions and bicycle rental, and facilitates payments between employees and employers. After years of being the market leader with the fuel pass, the company was confronted by newcomers in 2014. So MTc initiated a repositioning and was approached by Funcke Creatieve Partners. Over the last few years the client and commissionee have worked intensively together to rebrand MTc, to expand the services and strengthen the market position. Design has always been the medium for supporting strategic decisions and forming vision.
This is a text book example of how design can stimulate thought about a complete business model. Design is the catalyst for the fundamental expansion of the range of services. In addition, it is a clear example of how, as a design agency, you can build on a good relationship with your client: briefings came about through active sessions and brainstorming that resulted in a list of possibilities and perspectives, and that did not encroach on the creativity of the designers. The result: a clear proposition in which the design serves, as it should do for this product. A successful result, partly in thanks to good and long-term commissioning.
In cooperation with: Studio Dumbar en Mirabeau // www.transavia.com
Transavia is well-known as a budget airline. In an extremely competitive market they chose to deploy design to give their brand a boost, both externally and internally. The rebranding is to contribute to the further international roll-out of the company. The intention is to attract business travellers in addition to the holiday makers. Transavia is doing this through a new visual identity (Studio Dumbar), a new e-commerce platform (Mirabeau) and rebranding of all publicity.
In this cooperation the client found the perfect balance between providing space for creativity and not being too easily satisfied. This propelled the cooperating team at the design studios to greater heights. Resulting in a rebranding project that demonstrated daring in all its facets and that has given the Transavia employees pride in their company. A dialogue with the customer has successfully been engaged. The result is measurable: the number of online bookings through the Transavia website has now exceeded the bookings through intermediary websites. The committee believes that this is a good example of a very smart combination of online design, good old graphic design, usability and design thinking: a very modern case, with demonstrable results.