Another year at the Transform Awards Europe. Another gathering of the industry’s most ambitious thinkers, designers and brand leaders. And another moment to reflect on the work that doesn’t just shift perception, but changes the trajectory of entire categories.
For 17 years, Transform has recognised the power of brand as a driver of real-world impact. Not just how things look. But how they work, how they land, and how they perform once they meet the market.
This year, that recognition came across two very different, but equally ambitious, partnerships with Mahindra and Cubic³. Eight awards in total. Each one grounded in a clear idea, carried through with conviction, and proven in the market.
- Gold for Mahindra in Best Visual Identity by Sector (Automotive)
- Silver for Mahindra in Best Brand Architecture Solution
- Silver for Mahindra in Best Implementation of a Brand Development
- Silver for Mahindra in Best Creative Development of a New Brand
- Silver for Cubic³ in Best Visual Identity by Sector
- Bronze for Cubic³ in Best Use of a Visual Property
- Bronze for Cubic³ in Best Creative Strategy (Business)
- Bronze for Cubic³ in Best Digital Transformation
We win awards. For our clients.
A new force in Automotive. Mahindra’s EV moment.
Read the full case study here.
Some categories evolve gradually. Others reach a point where change becomes inevitable. The shift to electric mobility is one of those moments. But in India, where infrastructure is still catching up, that shift needed more than new vehicles. It needed belief.
Mahindra understood that from the outset. Their ambition was not simply to enter the EV market, but to define what it could look like. To build a brand that could stand shoulder-to-shoulder with global leaders, while carrying the weight of national pride and technological progress.
What followed was a fully immersive collaboration. From early-stage platform thinking through to launch, we worked alongside Mahindra’s leadership, engineers and designers to shape every layer of the EV proposition. Architecture, naming, identity, in-car experience, sonic branding, campaign and activation.
The result is a brand that draws a sharp line between past and future. One that separates the EV proposition from the wider automotive business, giving it the space to operate with clarity and confidence, while still leveraging the strength of the Mahindra name. A system designed to flex across models, technologies and touchpoints, without losing coherence.
That clarity translated quickly into impact. The launch captured attention at every stage, from early concept reveals through to full production rollout. And when the vehicles hit the market, the response was immediate:
- Over 30,000 bookings. $1bn in sales. All on day one.
- Since launch, Mahindra have sold over 41,000 EVs. That's one EV every 10 minutes.
A brand that didn’t just enter the category, but set its pace.
Building Mahindra’s new EV brand category from concept to forecourt has been a long and complex journey. I’m so incredibly proud of what our team achieved by working collaboratively with Mahindra to deliver a record-breaking launch, and of what this says about Dusted’s ability, as an independent agency, to deliver a world-class, category-defining brand.
Karl Aussia, Head of Strategy at Dusted
This is what transformation looks like. A complete redefinition of what the brand stands for, and how it shows up in the world.
Clarity at scale. Cubic³’s connected future.
Read the full case study here.
Where Mahindra’s challenge was to create a new category force, Cubic³ faced a different kind of inflexion point. One shaped by growth.
Cubic³ had outgrown its origins. What began as a bridge between OEMs and networks had evolved into a software-first platform powering connected mobility at global scale. But perception hadn’t kept pace.
Despite managing over 28 million devices and securing a €473m investment from SoftBank, Cubic³ was still widely seen as a telco. The brand was fragmented. The brand architecture convoluted. The story unclear.
We repositioned Cubic³ around a single, defining idea: a force multiplier for OEMs. One platform. One contract. Exponential value. From there, we simplified the brand architecture, sharpened the proposition and built a system designed to flex across markets and touchpoints.
Partnering with Dusted came at a pivotal stage in our journey. They supported Cubic³'s marketing team to deliver a bold new brand strategy and identity, helped to clarify our product and service offering, and built and launched a standout website. Most rewarding of all is the pride it’s sparked within our team, employees are genuinely excited to be part of Cubic³ and our vision for the future.
Matt Simmons, Head of Global Marketing at Cubic³
The creative expression moved the brand into a more aspirational space. Minimal. Distinct. Built around the cubed symbol as a signal of growth and intelligence. A brand designed to reflect leadership, not legacy.
That clarity carried through to the digital experience.
Winning Bronze for Cubic³’s digital transformation is a testament to what happens when bold vision meets thoughtful execution. We’re proud to have helped bring their ambition to life.
Jordan Dura, Digital Project Director at Dusted
The result is a brand that aligns with the business today and the direction it’s heading. A shift from telco perception to software leadership. Recognised across identity, strategy and digital transformation.
Recognition that reflects reality.
Awards like Transform celebrate both craft and effectiveness. The strength of the idea. The clarity of the strategy. The impact in market.
And that’s where the real value sits.
Because for both Mahindra and Cubic³, this work extends far beyond the moment of recognition. It lives in the results. In adoption. In engagement. In the confidence it gives teams internally and the traction it builds externally.
That’s the difference between work that looks good and work that performs.
And it’s why we approach every project the same way. Hands on. All in. Focused on getting the right outcome, not just the right output.
Eight awards is a moment worth acknowledging. But the real measure of success is what happens next. How these brands continue to grow, evolve and lead in their respective spaces.
From ambition to vision. And vision to action.
Getting things Done & Dusted.
