How brands are designing for good - inside The Drum Design Awards' new category

Driving innovation for the greater good: The Drum Design Awards 'Design for Good" finalists

Social purpose is all the rage right now, but brands can fall short with their execution of these campaigns.

When judging The Drum Design Awards 2019, it became evident to the panel of judges that a number of entries went beyond selling but focused on important social issues.

That's why creative director of design at RAPP, Hiten Bhatt decided that the awards needed a category which rewards all those in design who are helping to change the perception of the industry and adding greater purpose to what they do.

Bhatt said; "We felt that it was important to award these design solutions. They elevate our discipline and the work demonstrates how visual problem-solving helps our society. Our new Design for Good award aims to encourage agencies to submit and create work that communicates on a higher morale ground."

In deciding who the finalists would be, the panel chose from submissions entered in the other categories.

Creating this kind of work drives collaboration with organisations who have an appetite for innovation, with the process leading to a true sense of ownership, adds Bhatt.

"Knowing that your skills can help society is a good feeling to have. It helps us to step away from the day-to-day and to enforce a positive change. When you see agencies making this kind of work it creates a catalyst effect. It encourages designers to raise the bar, and to develop ideas that communicate on higher morale ground.

"Not only were the finalists shining a light on important issues, but the designs were beautifully executed. The nominations were bold in their thinking and instantly attention grabbing."

Below you will find the finalists for the Design For Good award.

26 Characters Ltd for IWM Imperial War Museums

26 Characters Ltd and IWM Imperial War Museums commemorated the lives of 100 individuals who lived in WW1 in the 100 days before the Armistice Day centenary.

Interbrand for Ericsson - The Truth is Hard to Find

Ericsson Innovation Awards took the culturally relevant issue of fake news to create a simple, compelling graphic solution to drive attraction and awareness of the challenge for the 2018 theme, ‘The Future of Truth’.

SquarePixel Films, Saatchi & Saatchi Dubai for National Geographic - The Planet Year

NatGeo launched the Plastic or Planet? initiative which made people think. They then collaborated with 12 'artivists' from the 12 most plastic polluted countries to create 12 artworks with powerful and impacting messages.

NB Studio for Ryan Mario Yasin - Petite Pli

As part of Petit Pli’s new visual identity, a suite of illustrations were created. The aim was to highlight product features and encourage exploration in the next generation. Inspired by the garment’s capabilities and the brand’s aerospace roots, the illustrations combine with energetic product photography to create playful and curious interactions between the children and their surroundings.

The Chase for Water Aid - global rebrand

The Chase created a brand for WaterAid to support its new global strategy and help deliver ambitious change externally and internally. The brand inspires, motivates and helps achieve this significant step change from respected UK charity to sophisticated global development partner.

Music for The Christie - Proton Beam Centre Paediatric Illustrations

The Christie created a welcoming environment for children who would be treated in their Proton Beam Therapy facilities. Illustrator Jane Bowyer was commissioned to create murals which transformed the walls of the waiting areas, corridors and recovery rooms into exciting scenes full of anthropomorphised animals, including the mascot Proton Panda, who accompanies the children throughout their treatment journey.

Turner Duckworth London, San Francisco, New York for Equal Justice Initiative

Already armed with inarguable facts and emotionally charged imagery, Turner Duckworth's system helped to amplify and bring clarity to what has always been a part of EJI. They wanted to design an identity that both lived up to the weight of their content, and was neutral enough to play second fiddle to it.

The winners will be announced at The Drum Design Awards on 5 June at The Marriott Governor Square Hotel in London. Tickets for the show can be purchased now.

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