The jury session for this year’s Red Dot Award lasted three days. The result left no doubt – we had won the much sought-after Red Dot: for SP Cream Cards in the category Corporate Guidelines. The jurors: 26 experts from across the globe – outstanding experts, professors and journalists from the world of design spanning 13 countries. They can’t be wrong. We have won the red Dot award on several occasions in the past – simply for our clients. Most recently in 2014 for the packaging design from in-akustik. Now the award has been won for a project of our own.
How did events shape up? For many years we were used to presenting new members of staff with a subtly designed grey binder which contained an A-Z of everything that a new member of the agency team should know. At some point the whole thing just became too grey, too out of date and simply no longer contemporary. We handed the project to CREAM. CREAM – this is the Schindler Parent Creative Team.
It was here that the decision was made to dispense with the ring binder format, and to give every term its own card. This is how we managed to condense the entire agency to 43 terms. 43 texts on one side, 43 designs on the other. The texts embracing corporate design. The card design ferociously wild. The result was a set of corporate guidelines combining organisation and compliance with creativity and diversity. Brought to life on a day, a Saturday in January when we shut ourselves away from the rest of the world in the agency’s conference hall.
And the result is striking. The fact that it is the winner of the Red Dot Award from the Design Zentrum NRW, a design institution in Germany, in the category Corporate Design & Identity – Corporate Guidelines is something we are absolutely delighted by. Especially in view of the fact that it was the result of teamwork, more so than for any other submission. And that of course raises the question: Which of us will be going to the award ceremony in Berlin on 04 November 2016?
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