Siegel+Gale Wins Gold for Best Rebrand at Transform Awards

March 16, 2010

LONDON, March 16, 2010 – Global strategic branding firm Siegel+Gale received two gold awards from the UK’s prestigious Transform Awards 2010 in recognition for its rebrand of the International Islamic Trade Finance Corporation (ITFC).

Siegel+Gale’s work for ITFC—an independent entity within the Islamic Development Bank Group—received one gold award for best corporate rebrand for a spinoff/new company and one gold award for best rebrand from a not-for-profit organisation.

From strategy and positioning to corporate identity design and internal brand alignment, Siegel+Gale helped position the ITFC brand as an advancer of trade among businesses in Islamic countries.

“The Transform Awards really represent the best of the best when it comes to successful rebrands,” says Fred Burt, managing director of Siegel+Gale’s London office. “Winning two golds against some stiff competition is a great honour, and it truly validates the work we are doing with our clients to build the next generation of world class brands.”

Led by Siegel+Gale’s London office, the ITFC rebrand marked a collaborative and global effort that involved Siegel+Gale’s offices in New York and Dubai.

“As ITFC changed from a public sector developmental body into a more commercially-focused organisation, it needed a positioning and identity to compete with world-renowned financial service brands, while also standing apart from them,” said Majid Al Ayed, head of marketing at ITFC. “Siegel+Gale created a brand identity and positioning for us that achieved just that. We’re now clearly positioned in the marketplace and are much better able to achieve our trade finance and trade promotion goals throughout the Islamic world.”

“Seeing this work honoured by the Transform Awards is testament to all the hard work that went into making this process of transformation such a success,” said Al Ayed.

ITFC launched its rebrand in 2008 and continued working with Siegel+Gale on additional internal brand-building initiatives through 2009.

*Fred Burt joined a judging panel comprised of more than 20 of the UK’s most esteemed branding consultants, academics and communications professionals and was recused from judging the categories Siegel+Gale entered.

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About the Transform Awards

Established by Communicate Magazine, the UK’s leading magazine for corporate communications and stakeholder relations, the Transform Awards honour outstanding rebranding programmes that enhance organisations’ strategic objectives; demonstrate consistency of thought from brief to execution; are distinctive, robust, clear, and innovative; and exceeded the judges’ expectations.

About Siegel+Gale

Siegel+Gale is one of the world’s premier strategic branding companies and a pioneer in simplifying complex customer communications. Since it was founded by Alan Siegel in 1969, the firm has built world-class brands for many of the world’s most successful companies through elegantly simple strategies, communications and experiences. Driven by its philosophy of “Simple is Smart,” Siegel+Gale has led the way in bringing innovation to the corporate branding field, including transforming complex, incomprehensible customer communications into plain English; helping clients create distinctive brand voices across all their communications; transporting brands onto the Internet; and aligning the brand experience with the brand promise.

The firm’s clients include Aetna, American Express, Bank of America, Barclays, Dell, The Four Seasons Hotels and Resorts, Lexus, 3M, Microsoft, Motorola, the National Basketball Association, Pfizer, Saudi Aramco, Sony PlayStation and Yahoo!. Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai and Shanghai and strategic partnerships around the world.

Siegel+Gale is part of the Omnicom Group Inc. (, a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialist firms serve over 5,000 clients in more than 100 countries.

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