Interview with Superunion Creative Director Andy Reynolds on the 2018 Transform Awards

Interview with Superunion Creative Director Andy Reynolds on the 2018 Transform Awards

Reynolds talks about NOC winning the Best Brand Experience category at the 2018 Transform Awards Asia-Pacific

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NOC Coffee Co.  NOC Coffee Co. Where coffee meets design  on 10 Apr '19


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 learn more about the awards, we sat down with one of Hong Kong’s leading brand experience creatives, Andy Reynolds from Superunion.

Superunion Creative Director Andy Reynolds


Tell our readers about the Transform Awards Asia-Pacific.

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 Awards, in a category full of big names from across the region, including Australasia.


Why do you think NOC beat the competition?

NOC’s success lies in a relevant idea executed consistently 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.

NOC team at 2018 Transform Awards


How does this positioning effect the 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 an urban jungle – essentially stripping away the clutter so that customers can focus 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.


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NOC Coffee Co.

Where coffee meets design

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