Playgroup | Creativity through play

Playgroup wins ReBrand Award

21 Apr 2009

Playgroup is Recognized Among the 2009 ReBrand 100® Global Awards Winners 

Playgroup was named one of the world’s most effective rebrands in the fifth annual ReBrand 100® Global Awards. ReBrand 100 is the highest recognition for brand rebuilding and redesign in the business arena, and is the only global, juried program of its kind. Playgroup’s rebrand of the Cleara / NowWashYourHands merger encompasses website design, office branding, business cards, stationery, leave behinds, keynote presentations and other event materials as well as a more playful strategy for Playgroup allowing interaction, empowerment and self-expression to engage audiences. The result was a hugely positive response from existing and new prospects and the creation of an energetic, personable and reliable brand.

“With the value of branding no longer a secret, the world becoming borderless, and the rate of information travel unbounded, assessing brand distinction and leadership is no easy task. The range of excellence in this year’s global pool was inspiring, and demonstrated the value of effective rebrands and the global commitment evident in solutions.” said Thebe Ikalafeng, CEO of South Africa-based Brand Leadership Group and 2009 ReBrand 100 juror.

To select winners, jurors reviewed the work which was required to transcend cosmetic changes. In addition to specific review guidelines they followed, strong consideration was given to executed strategy that made an emotional connection, met the stated objectives and needs of the identified target market. In true democratic fashion, a one-person entity had as much opportunity to be selected as did global organizations, since jurors were unaware of the brand strategist’s name and size when reviewing the projects.

Over 40 industries and 21 countries are represented among the 2009 winners. Some of the world’s best known branding consultants such as Interbrand, The Brand Union, DDB Canada, and more competed, as did in-house teams, small agencies, and representatives of multinational corporations. The jury panel, new each year, consists of a multidisciplinary mix of prominent, international, industry experts. The 2009 panel of 10 included CEO for InterbrandHealth Jane Parker, Burt Helm of BusinessWeek, and Creative Director of Australia-based Principals, Simon Wright. 

Unique among other awards, “before” and “after” scenarios of each brand transformation are reviewed with details of the accompanying write-up on the approach. The rebrand could have been an enterprise-wide effort, a change in a single brand component, or a brand extension. Winning rebrands are showcased for inspiration and learning at www.rebrand.com.

About Playgroup

 It's hard being a brand these days — people just aren't easy to manipulate any more. We have more control over the choices that we make and have access to all the information we need to make these choices. We engage with brands because we want to not because we're told to, and we'll stick around on our terms not theirs.At Playgroup we understand what makes this audience tick and how to communicate with them. We believe that empowering your audience, galvanising self-expression, and cultivating personalised experiences is the only path to gaining true value. And we do this to engage consumers, employees and businesses.The principle of play underpins all our core disciplines including brand strategy, brand identity, user experience, games, digital design and build and internal communications.

About ReBrand™ and the ReBrand 100® Global Awards:

ReBrand is the global, online resource for case studies on the most effective brand transformations: the repositioning, revitalizing, and redesign of existing brand assets to meet strategic goals. Featured in such media as

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ReBrand’s leading program, the annual ReBrand 100® Global Awards, has entry deadlines in late September of each year. To view winning case studies or to learn how to enter, visit www.rebrand.com