Re:brand Wins Two Global Transform Diamond Awards
The best of Australasia, Asia, Europe, the Middle East, Africa and North America.
Diamond Winner — Best Naming Strategy for Mai Lighthouse
We have been recognised on the global stage at the 2026 Transform Diamond Awards, taking home two Diamond Awards and one Gold Award against some of the world’s largest and most respected branding agencies.
The recognition places Re:brand alongside global firms including Landor, Lippincott and Accenture Song, following a final round of judging involving Gold winners from all regional Transform Awards programmes worldwide.
For Re:brand founder Tim Dove, the moment was surreal.
“Seeing a small Auckland agency sitting alongside some of the biggest branding agencies in the world was honestly hard to process,” says Dove.
“But more importantly, these projects represent the kind of work we care most about. Complex organisational challenges involving trust, heritage, growth and clarity during change.”
Mai Lighthouse — Diamond Winner, Best Naming Strategy
Formerly Franklin Family Support Services, Mai Lighthouse required a new name and identity that could retain deep community trust while creating clarity and momentum for the future.
The project balanced legacy, accessibility, bicultural relevance and emotional resonance within the community it serves.
The judges described the work as:
“A true success in renaming a historic brand.”
And added:
“The meaning and concept behind it speaks directly to the target demographic sentiment when seeking help for their family.”
The final name combines “Mai”, meaning “toward” in Te Reo Māori, with the symbolism of a lighthouse representing guidance, safety and support.
Allevia — Diamond Winner, Best Brand Consolidation
Allevia represented one of the most complex healthcare rebrands undertaken by Re:brand to date.
The project involved consolidating seven healthcare services previously operating under the long-standing Mercy brand into a cohesive masterbrand system designed for future growth and clarity.
The challenge required navigating:
- strong emotional ties to the Mercy heritage
- stakeholder sensitivity
- bicultural expectations
- future scalability
- brand architecture complexity
The judges described the project as:
“A huge, sensitive and complex rebrand, retiring the Mercy name after 140 years, uniting seven services and meeting real expectations around bicultural relevance.”
Allevia also received Gold in the global healthcare identity category, recognising the effectiveness of the wider identity system and implementation.
More than design
While the awards recognise branding and design excellence, Dove says the results reinforce a broader shift happening within the industry.
“The strongest branding projects today are business projects first,” he says.
“The visual identity matters, but strategy, clarity and alignment are what ultimately make brands successful.”
“Most organisations don’t come to us asking for strategy. They usually think they need a logo refresh or a new website. But often the real issue is that the brand no longer reflects the quality, scale or direction of the organisation itself.”
The recognition continues a strong period internationally for Re:brand and further strengthens the agency’s positioning in healthcare, naming and complex organisational branding projects.
“We’re incredibly grateful to the clients who trusted us with this work,” says Dove.
“These projects only happen when organisations are willing to do the difficult strategic thinking required to create meaningful change.”
