“Reduce to amplify” is the philosophy behind the approach specialist brand agency Grid Worldwide took when it worked on the project of rebranding the Loeries this year in time to coincide with the celebration of the awards’ 40 th anniversary. This boiled down to reducing the Loeries to its essence, a process that goes beyond a simple change of logo. “The Loeries is an institution; it has stood the test of time and has become one of the most credible [ways] of measurement in the industry,” says chief creative officer and founder of Grid Worldwide, Nathan Reddy. “Our task was to remove the ‘fluff’ and reveal how the Loeries [brand] lives and breathes across all its various forms, transcending change for the sake of it,” he says. The team looked at the experiential side of the Loeries and thought about how this could best be represented in a way that would do justice to the clarity, consistency and content of the brand. Consistency across every platform and touchpoint was central, he s...

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