Apple’s handmade rebrand wins Design
- 1 day ago
- 1 min read
When Apple rebranded its Apple TV service with a series of colourful mnemonics, it could easily have created them digitally.
Instead, agency TBWA\Media Arts Lab built them from glass and filmed them in-camera while commissioning a soundtrack from musician Finneas. The work paid off this week with a Lions Design Grand Prix.
“It was probably the most significant rebrand of the year. That’s important: we wanted to recognise scale,” said Jury President Greg Quinton, chief creative officer at Design Bridge and Partners.
“The idea is simple: using movement, light, colour and sound to evoke the magic of cinema. The craft is exquisite. What could have been made far quicker and far more easily using tech was made by hand,” Quinton added.
“You can sense the love poured into it. As an audience, we feel emotionally better about the brand, and that is ultimately the power of design.”
The Design jury scrutinised 792 entries this year, with Golds awarded to work from Canada, Brazil, the US and a joint Sweden/Denmark piece. “There was a macro-trend in terms of ‘human made’, bringing people closer to brands,” Quinton said. “And in micro-trends, typography is the new playground. It is incredible how many projects had typography where it went next-level.”
Comments