Design
The Design Lions celebrate visual craftsmanship.
The work will need to demonstrate how design has been used to define a brand or communicate its key messages. It should achieve consumer recognition or understanding through a unique visual identity.
The work will need to demonstrate how design has been used to define a brand or communicate its key messages. It should achieve consumer recognition or understanding through a unique visual identity.
Overview
A number of criteria will be considered during judging, weighted as follows: 40% idea; 40% execution; 20% results.
There is no overall limit to how many times the same piece of work can be entered into Design as long as the categories chosen are relevant.
All work entered into Section F. Products must be available for purchase in order to be eligible.
There is no overall limit to how many times the same piece of work can be entered into Design as long as the categories chosen are relevant.
All work entered into Section F. Products must be available for purchase in order to be eligible.
A. Brand Building
Identity solutions developed across multiple brand touchpoints and media platforms.
Please provide at least three JPG images of the branding in place.
A01 Creation of a New Brand Identity.
Creation of a new brand or corporate identity for any product, service or organisation.
* Please note this must be for a new brand or corporate identity.
A02 Rebrand/Refresh of an Existing Brand.
Rebrand/refresh of an existing brand identity for any product, service or organisation.
* Please provide examples of the previous branding for comparison.
A03 Design-Driven Effectiveness.
Work that has produced measurable, tangible business results. The work should detail how effectiveness was measured and evaluated and should demonstrate how the work was instrumental to cultural change or integral to achieving a brand’s purpose.
A01 Creation of a New Brand Identity.
Creation of a new brand or corporate identity for any product, service or organisation.
* Please note this must be for a new brand or corporate identity.
A02 Rebrand/Refresh of an Existing Brand.
Rebrand/refresh of an existing brand identity for any product, service or organisation.
* Please provide examples of the previous branding for comparison.
A03 Design-Driven Effectiveness.
Work that has produced measurable, tangible business results. The work should detail how effectiveness was measured and evaluated and should demonstrate how the work was instrumental to cultural change or integral to achieving a brand’s purpose.
B. Communication Design
Please provide a demo film showcasing the design element of the work.
B01 Posters.
Poster design for the use of promotion and brand communication.
* Poster campaigns of more than two executions should be entered together as a single entry. Concepts developed for another medium and applied to a poster format are not eligible in this category.
B02 Promotional Printed Media.
This could include, but not be limited to, calendars, invitations, postcards, tickets and seasonal greeting cards within print media.
B03 Promotional Item Design.
This could include, but not be limited to, clothing, promotional gifts and samples, guerrilla marketing accessories and promotional items.
B04 Publications & Editorial Design.
This could include, but not be limited to, magazines, newspapers, brochures or articles.
* Online publications should be entered into C01. Digital Design.
B05 Books.
Including editorial and cover design for printed books. The submission should indicate whether only the cover or the whole book should be considered/judged.
* E-books should be entered into C01. Digital Design.
B06 Data Visualisation.
Bespoke visualisations of complex data that communicate information clearly and efficiently through various mediums, both digital and non-digital.
B07 Brand Collateral.
Collection of media used to promote the brand and support the sales and marketing of a product or service. This could include, but not be limited to, press/media kits, games, branded stationery, etc.
B08 Special Editions & Bespoke Items.
Domestic consumer objects and products that are produced in a low-volume series, as well as bespoke, one-off items.
B01 Posters.
Poster design for the use of promotion and brand communication.
* Poster campaigns of more than two executions should be entered together as a single entry. Concepts developed for another medium and applied to a poster format are not eligible in this category.
B02 Promotional Printed Media.
This could include, but not be limited to, calendars, invitations, postcards, tickets and seasonal greeting cards within print media.
B03 Promotional Item Design.
This could include, but not be limited to, clothing, promotional gifts and samples, guerrilla marketing accessories and promotional items.
B04 Publications & Editorial Design.
This could include, but not be limited to, magazines, newspapers, brochures or articles.
* Online publications should be entered into C01. Digital Design.
B05 Books.
Including editorial and cover design for printed books. The submission should indicate whether only the cover or the whole book should be considered/judged.
* E-books should be entered into C01. Digital Design.
B06 Data Visualisation.
Bespoke visualisations of complex data that communicate information clearly and efficiently through various mediums, both digital and non-digital.
B07 Brand Collateral.
Collection of media used to promote the brand and support the sales and marketing of a product or service. This could include, but not be limited to, press/media kits, games, branded stationery, etc.
B08 Special Editions & Bespoke Items.
Domestic consumer objects and products that are produced in a low-volume series, as well as bespoke, one-off items.
C. Digital & Interactive Design
C01 Digital Design.
The execution of design to aid the function and use of the digital product. This may include but is not limited to websites, online publications, digital installations, apps, data visualisation, virtual worlds, etc. Does not include prototypes of early-stage technology.
C02 Digital Installations & Events.
Installations and events with a focus on the use of digital media and technology to communicate the brand or the brand's message.
C03 UX, UI & Journey Design.
The design of the customer journey/experience and the emotional and behavioural response.
* Please demonstrate the user journey within your supporting content.
C04 Social Media Design.
The execution of design with the intention of increasing engagement through social media platforms. This may include, but is not limited to, Facebook, Instagram, Twitter, Snapchat, TikTok and other social media platforms.
D. Brand Environment & Experience Design
Work focused on the personal experience of the brand story or message, demonstrating why the target audience found the experience remarkable, meaningful and memorable.
Please provide 3–5 images in JPG format showing different views of the interior or exhibition, including a floor plan or layout if possible.
D01 Retail Environment & Experience Design.
The design and construction of a permanent or temporary retail space/installation, showcasing functionality, presentation of the brand values and ease of sale. This could include, but not be limited to, pop-up stores, seasonal displays, mobile demo units, department and specialist stores, banks, salons, etc.
D02 Point of Sale, Consumer Touchpoints & In-Store Collateral.
In-Store communications in order to drive immediate sales. This could include but is not limited to posters, on-shelf communication, digital and physical POSs, visual merchandising and retail fixtures, product displays, shopping bags, gift wrapping, catalogues and other post-purchase collateral.
* Entries should show the work within the sales environment.
D03 Event Storytelling.
Attendees’ physical and emotional journey that enhances the key messaging of the event through narrative and storytelling. The elements of focus include the use of technology, interactivity and the multisensory experience.
D04 Spatial & Sculptural Exhibitions and Experiences.
Exhibitions/experiences that make use of community and public spaces. This could include, but not be limited to, how the space is curated, designed and built to enhance the experience of the attendee.
D05 Wayfinding & Signage.
The design of digital/non-digital wayfinding and signage systems for the enhancement of environmental and brand experience. This could include, but not be limited to, the ease and clarity of navigation, public signs, residential, smart maps, geolocation, office, exhibition, event and festival signage.
D01 Retail Environment & Experience Design.
The design and construction of a permanent or temporary retail space/installation, showcasing functionality, presentation of the brand values and ease of sale. This could include, but not be limited to, pop-up stores, seasonal displays, mobile demo units, department and specialist stores, banks, salons, etc.
D02 Point of Sale, Consumer Touchpoints & In-Store Collateral.
In-Store communications in order to drive immediate sales. This could include but is not limited to posters, on-shelf communication, digital and physical POSs, visual merchandising and retail fixtures, product displays, shopping bags, gift wrapping, catalogues and other post-purchase collateral.
* Entries should show the work within the sales environment.
D03 Event Storytelling.
Attendees’ physical and emotional journey that enhances the key messaging of the event through narrative and storytelling. The elements of focus include the use of technology, interactivity and the multisensory experience.
D04 Spatial & Sculptural Exhibitions and Experiences.
Exhibitions/experiences that make use of community and public spaces. This could include, but not be limited to, how the space is curated, designed and built to enhance the experience of the attendee.
D05 Wayfinding & Signage.
The design of digital/non-digital wayfinding and signage systems for the enhancement of environmental and brand experience. This could include, but not be limited to, the ease and clarity of navigation, public signs, residential, smart maps, geolocation, office, exhibition, event and festival signage.
E. Packaging
E01 Food.
All food packaging.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
E02 Drinks.
All drinks packaging.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
E03 Other FMCG & Consumer Durables.
Beauty products, cleaning products, other household goods, other FMCG.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
E04 Healthcare.
Pharma, OTC drugs, wellness.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
E05 Sustainable Packaging.
All types of packaging that optimise resources and energy, is responsibly sourced and uses clean production methods. The work in this category can include packaging that incorporates a circular design, including but not limited to repaired, reused, recycled or transformed materials.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
E06 Special Editions & Promotional Packaging.
Special edition and promotional packaging, that has run for a limited period of time or has been restricted to a specific number of products.
* Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F. Products
Design that increases brand value through functional and aesthetic resolution demonstrating brand qualities/product identity through form, function, usability, aesthetics, problem-solving, production, research and manufacturability.
F01 Consumer Technology & Homeware.
Electronics, entertainment and media products, gadgets, furniture, lighting, storage, home appliances and accessories, office interiors, indoor and outdoor furniture.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F02 Lifestyle, Fashion, Leisure, Sports & Outdoor.
Lifestyle, fashion, leisure, fitness, sport and outdoor products. This could include, but not be limited to, wearable technology, jewellery, timepieces, watches, glasses, smart watches, fitness and sport tech, luxury goods, travel accessories, luggage, footwear, etc. Fashion work can be on-off/bespoke products and limited ranges.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F03 Infant Products, Toys & Educational Products.
Products designed for babies and children, toys and educational products. The work for infant products should demonstrate aspects that make the product baby- and child-safe and easy to use.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F04 Medical Products.
This could include, but not be limited to, assisted living products, assisted living technology, clinic and laboratory equipment, hospital, medical/healthcare devices and equipment, rehabilitation and care, skincare, massage devices, etc.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F01 Consumer Technology & Homeware.
Electronics, entertainment and media products, gadgets, furniture, lighting, storage, home appliances and accessories, office interiors, indoor and outdoor furniture.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F02 Lifestyle, Fashion, Leisure, Sports & Outdoor.
Lifestyle, fashion, leisure, fitness, sport and outdoor products. This could include, but not be limited to, wearable technology, jewellery, timepieces, watches, glasses, smart watches, fitness and sport tech, luxury goods, travel accessories, luggage, footwear, etc. Fashion work can be on-off/bespoke products and limited ranges.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F03 Infant Products, Toys & Educational Products.
Products designed for babies and children, toys and educational products. The work for infant products should demonstrate aspects that make the product baby- and child-safe and easy to use.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
F04 Medical Products.
This could include, but not be limited to, assisted living products, assisted living technology, clinic and laboratory equipment, hospital, medical/healthcare devices and equipment, rehabilitation and care, skincare, massage devices, etc.
* The product must have been available for purchase between 11 February 2023 and 11 April 2024. Please send physical samples for the jury to experience. Please also provide a demo film of the physical samples for the jury to experience.
What does winning work look like?
MY JAPAN RAILWAY | JR GROUP 2023
DENTSU INC., TOKYO GOLD, DESIGN LIONS
Japan Railway imbued train stations across the country with their own unique stamp to encourage train travel and boost brand affinity. Customers enjoyed a personalised, collectors experience by collecting them via an app. The work took home a Gold Lion in Design.