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Interview with Creative Director, Andy Reynolds, On The ’18 Transform Awards

13 MAR 2019
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We’re excited to announce that NOC was recently awarded gold (the top gong) in the “Best Brand Experience” category at the 2018 Transform Awards Asia-Pacific. To talk about the awards, we sat down with one of Hong Kong’s leading brand experience creatives, Andy Reynolds.

Hi Andy – tell our readers about the Transform Asia Awards

Transform is the world’s most prominent branding industry awards, recognising excellence across a variety of categories. Brand experience is one of the most hotly contested, because the true measure of a brand is the experience it delivers to its customers.

NOC earned a well deserved gold for best brand experience at the 2018 Transform Asia Awards, in a category full of big names from across the region, including Australasia.

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A great brand experience may often appear effortless, but it's something that has been planned rigorously, applied meticulously and monitored constantly

In your opinion, why do you think NOC beat the competition?

NOC’s success lies in a relevant idea executed constantly, and with panache. The brand’s positioning of ‘curated simplicity’ addresses a tension in the context of the ‘NOC world’ – where bustling city areas don’t offer time for people to reflect and recharge.

But how does this positioning effect experience?

The positioning informs the direction of products, environments, employee behaviour and every other element of the brand, all of which are designed to create moments of calm in the urban jungle. Essentially stripping away clutter so customers can focus in on the things that matter.

A great brand experience may often appear effortless, but it’s something that has been planned rigorously, applied meticulously and monitored constantly. NOC have figured this out, which is why the business is growing both in size and reputation.

Before we wrap up, tell us a bit about SuperUnion

We like to think of ourselves as a next-generation brand agency that is built on a spirit of creative optimism. We use upstream creativity to build brands that unite people and organisations. For example, we’ve helped brands such as WPP and the London Symphony Orchestra to develop new brand identities that speak to a new generation of customers. We operate here in Asia, as well as in Europe.