The Gerety New Look Sparkling Like a Diamond Cut at an Angle of 24.4°

Posted on 2020 Dec,15

The Gerety Awards announces a brand refresh and new website with its 2021 jury, which includes some of the world’s most respected advertising and marketing leaders.

The new look of the Gerety comes from London-based brand story-telling studio, Here.We.Go. Its founder, Louise Sloper, says, “It has been a pleasure to work on this change-making brand. As a jury member of the inaugural Gerety Awards myself, its mission to level-up the voices of many incredible female creatives was something we were keen to highlight in the brand refresh. We have worked on the UX and visual elements of the new website, giving the jury members prominence. You’re basically hit with a wall of names, which challenges the status quo of many other awards schemes. The tone-of-voice is feminine but confident, elegant but edgy. It was important to retain some of the original branding, such as the strong purple palette, whilst updating elements such as the logo. The concept of light refraction and the brilliance of a perfectly cut diamond reflects the quality of the awards and the women who are part of it. The beauty that happens in the detail was important to the work.”

Named for Frances Gerety, the copywriter who in 1948 coined the slogan "A diamond is forever”, The Gerety Awards marks the first time that an all-female jury has been brought together to select the best in advertising — all advertising, not just advertising made for women — creating a benchmark that is relevant to the market reality, all while redefining the standard to which advertising has traditionally been held.

Here.We.Go Designer George Stockley notes, “There are 58 facets on a brilliant-cut diamond, which you may not always notice, but they are important. This attention to detail is also what makes Gerety so well cut… the ‘critical angle’ of 24.4 degrees has been carefully applied throughout the brand system, and the story of the diamond is always being told. Right down to the primary colour inspired by the shade of a diamond polishing wheel”.

Gerety’s Co-Founder Lucia Ongay concludes “The attention to detail has really blown us away. The brand refresh re-emphasizes the Gerety purpose and is a perfect showcase for the 2021 jury and beyond.”

With its mission of changing the narrative around female leadership by reinforcing the value in the female vision of advertising, the 2021 Gerety Awards will continue to define the standard to which advertising should be held and show clients the best way to target the world’s most powerful consumers.

The 2021 Grand Jury includes:

• Karen Blackett, WPP U.K Country Manager & GroupM U.K CEO

• Jessica Apellaniz, CCO of Mexico & Latam, Ogilvy Mexico

• Sheereen M. Russell, National Group Vice President, Advertising Sales Partner Solutions for Inclusion Audiences, OWN:The Oprah Winfrey Network, USA

• Tara Weeransinghe, Creative Group Head, Leo Burnett Sri Lanka

• Maria Gräfin von Scheel-Plessen, Global Head of Media & Advertising, Montblanc Germany

There will be a total of 10 executive judging sessions held around the world with the following ambassadors:

• Kirsten Rutherford, Group Creative Director, TBWA\Chiat\Day LA, USA

• Elizabeth Valleau, Global Creative Lead, Facebook, UK

• Kaitlin Doherty, Managing Director, The Local Collective, Canada

• Uma Rudd Chia, Creative Director, Weber Shandwick, Singapore

• Gbemi Adekanmbi, Founder, For Creative Girls, Nigeria

• Valentina Amenta, Creative Director FCB, Italy

• Karolina Galácz, Creative Director DDB Budapest, Hungary

• Antoinette Hoes, Strategy Lead, Germany

• Fabienne Fiorucci, Creative Director Dare.win, France