international echo awards
In 2017, the International Echo Awards launched an open call to rebrand the annual awards. Every year, the Echos honour the world’s best data-driven marketing, and they wanted a brand identity and creative platform to reflect that. Our submission was a finalist in the competition, and a celebration of how hard-hitting creative is born of meaningful data.
Writer: Ani Artinian | aniartnian.com
concept
With all the information we gather about today’s consumers, data casts a big net. But the key to an effective data-driven campaign is how all that data is sorted and sifted through. This is the sweet spot; it’s what happens when an idea strikes the perfect balance of data, strategy, and creative. It’s what ECHO wins are made of.
That sweet spot is represented by the yellow centre where the circles overlap. These represent the combination of data, strategy, and creative that allow marketers to target with precision and clarity. The circles are a visual nod to the global nature of the event, and their varying sizes also represent the distillation process as data is homed down to a single unified idea that speaks volumes.
the winners window
The logo’s three circles are more than just part of a logo; they’re a window that brilliant award-winning campaigns shine through. They can exist on their own as a separate element, offering an opportunity to showcase the work and celebrate the people behind it.
The circles are an extremely versatile space, allowing us to showcase all aspects of award-winning work: creative work, creative teams, ECHO judges and the ECHO Awards themselves. In some instances, the circles showcase one campaign, but in others they can be used to showcase multiple campaigns.
In every use, that yellow sweet spot pops and reminds us of that moment when everything aligns perfectly.
