Just how valuable is design? For creatives, the answer to this question is obvious, but painstakingly difficult to quantify.
The Designalytics Effectiveness Award, included in this yearâs Dieline Awards, was created to tackle this questionâand, ultimately, to drive greater awareness of designâs role in driving business growth. This award is unique because itâs entirely data-driven; winner selection gets based on retail sales performance before and after the redesign, as well as quantitative consumer testing.
This year, the redesign for Hillâs Science Diet, led by New York-based branding agency Beardwood&Co, was selected as the grand prize winner of the Designalytics Effectiveness Award, and for a good reason. The portfolio-wide design overhaul had a massive impact on the brandâs bottom line.
