Digital Revolution Awards
Digital Revolution Awards
Evolving a global tech awards brand to double engagement and cut design resource by 59%
Overview
The Digital Revolution Awards is a global not-for-profit programme celebrating innovation in cloud and emerging technology. By 2025, the awards needed to evolve beyond their narrow “cloud-only” identity. New categories in AI, Snowflake, ServiceNow, and expanded DEI awards demanded a broader, more forward-looking brand expression.
Year: 2024-25
Snapshot
- Role: Brand Direction & Design Lead
- Team: Design Team Leader, 2 Senior Designers, Graphic Designer; partnered with Content, Social, Marketing Automation, Events, Sales, CMO
- External partner: BigTank Video Productions (directed and approved final outputs)
- Scope: Logo refinement, design system update, event collateral, motion graphics, social campaigns, live/virtual event branding, website and video content
- Tools: Adobe CC, WordPress (Elementor), Wrike, Smartsheets
- Impact: 59% design resource reduction; 2× LinkedIn reposts; 13% uplift in ticket sales; £5,400 cost saving
Objectives & Strategy
Objectives
- Grow nominations and engagement in new categories.
- Secure sponsorships and ticket sales to break even.
- Deliver a high-impact London event and a global virtual show.
- Reinforce the awards’ credibility across the wider tech ecosystem.
Strategy
The existing identity was anchored in clichéd cloud iconography, no longer aligned with the industry shift toward hybrid, multi-cloud, and AI. The strategy was to:
- Redesign the logo and identity to move beyond the “cloud.”
- Evolve visuals from soft “organic clouds” to a network waves theme that conveyed scale, connectivity, and future innovation.
- Build a flexible toolkit to scale seamlessly across social, digital, and event formats.
The original logo–used from the awards founding in 2020 to the events held in 2024–used an abstracted cloud graphic to indicate the awards commitment to celebrating the best in the cloud technology industry. For the 2025 events onwards, the awards have broadened to include a wider range of technology ecosystems and communities, and they needed a logo that better reflected this new approach.
Samples of 2024 branding
2025 branding
Approach, Key Decisions & Execution
Approach
We began by developing three new design directions, which were reviewed with key stakeholders before aligning on the preferred route. From there, I expanded the concept into a complete design system spanning digital, social, and event applications. At the same time, I directed BigTank Video Productions, providing brand feedback and final sign-off on roundtables, social stings, and the live event show. Accessibility remained central throughout: every asset met WCAG AA standards, and I collaborated with the events team to implement bespoke live audio-to-text support for a hearing-impaired guest. To improve efficiency, I introduced grouped carousel posts for judge announcements and a motion-first approach to winner communications, which streamlined delivery while strengthening engagement. Regular stand-ups with design, content, social, sales, and events ensured the whole programme moved forward in sync.
Key Design Decisions
- Logo evolution: from cloud icon to abstract, tech-forward motif.
- Design language: shift to “network waves” theme aligned to new categories.
- Motion-first campaigns: winner videos and carousel templates prioritised for social impact.
- Efficiency focus: reduced effort through grouped announcements and in-house video production.
Execution & Governance
Behind the creative delivery sat a robust governance structure. I devised a phased Wrike project framework that made workloads transparent, enabled accurate time tracking, and generated C-Suite resource reports through dashboards. Templates and guidelines were centralised in SharePoint so that marketing and events teams could execute consistently without reinventing assets. To optimise production costs, I brought the global show recording in-house, purchasing equipment for £600 rather than outsourcing at £6,000, saving £5,400 while retaining full creative control. Together, these systems ensured design quality, accountability, and efficiency across a complex, multi-channel campaign.
Event venue branding
Impact & Reflection
Impact
- Efficiency: 59% reduction in design resource (Wrike time tracking).
- Engagement: LinkedIn reposts more than doubled (9-month YoY).
- Commercial: 13% increase in London ticket sales vs 2024.
- Cost: £5,400 saved on global show production.
- Adoption: Templates and toolkits embedded across design, marketing, and events teams.
(Note: user testing and broader attendee metrics were managed by the events team.)
“Neil set the creative direction and ensured brand consistency across every element of the Digital Revolution Awards. His clarity of vision and collaborative approach made the project feel world-class.”
Managing Director, BigTank Video Productions
Reflection
The refreshed identity and campaign delivered measurable outcomes, strengthening the awards’ position in the tech sector. For the 2026 cycle, the priority is simplifying and refining the awards website. Over time, it has become overly complex, and streamlining navigation will improve user journeys for nominees, sponsors, and attendees.
Credits
- Design Direction & Leadership: Neil Robinson
- Design Team: Team Leader, Senior Designers, Graphic Designer
- Content & Marketing: Head of Digital Marketing, Senior Copywriter, Social Media Manager, PR Executive, Marketing Automation Manager
- Events: Head of Events, Sales Director, Chief Marketing Officer
- Video Production Partner: BigTank Video Productions
Gallery
London event show highlights reel
Examples of the video-first approach to the social media campaigns
Event auction brochure
Award trophies
Judge roundtable branding
Live event venue
All assets copyright of Tenth Revolution Group and featured with permission.