HIGHLY COMMENDED: TECHNOLOGY & TELECOMS; WINNER: COLLABORATION
Although widely associated with its most famous product, Firefox, Mozilla’s status as a not-for-profit organisation in its own right barely registered – that is, until Johnson Banks was brought on board.
As an open-source software company, it made sense for Mozilla’s rebrand to be fully transparent – a challenge that the agency embraced. Five initial approaches were developed and released for discussion.
Two of the five – one an interpretation of the ‘http://’ internet protocol, the other a development of the brand’s legacy dinosaur symbol – were taken forward, and two new routes added, before an extensive round of testing, research and public critique. The internet protocol concept ultimately won.
More than 3,000 blog comments were taken into consideration, the first time such a major rebrand has ever been conducted ‘in the open’ – a brave, truly global collaboration.