GoSolr Brand Launch | GoSolr & Xfacta | Grand Prix and Gold

The Plastic Free Poppy | The Royal British Legion & Matter | Gold

Wild Refillable Deodorant | Wild Cosmetics & Morrama | Gold

Canon: The Power to Move | Canon EMEA & 2LK | Silver

Good afternoon. I am delighted to welcome you here to the National Gallery and to The DBA’s The Design Effect. We’ll be exploring and celebrating the impact of design through talks, panel discussions, by hearing about case studies, over coffee, drinks later and over dinner conversations this evening.

I want this afternoon to be inspiring and stimulating. I want you to wonder at the breadth of what design is having an impact on – typically we narrow our reading, our conversations, our work to specific areas of specialism and so today, I want to open your eyes to what others like you, working in other areas of design are achieving. They’re sat next to you! And I want you to consider for a moment what could be possible if all designers created the sort of impact that we will see and hear about today.

And I want you to be stimulated in your thinking. I’m hoping that some of what you hear today will sit uncomfortably. To those contributing please don’t hold back. It’s good to debate and discuss. It’s something we do a lot at the DBA. But there is a difference between this occasion and those we typically hold online. This event is not Chatham House Rule, meaning others can report on what they heard and who they heard it from.

Please don’t stay in just a listening mindset. That would be to miss the opportunity to try out your ideas, your thinking out on others, who will endorse or perhaps challenge what you’ve said. The rigour that sits in our arguments has perhaps never been more important than it is today, and I want us to be practiced and versed in how we answer questions, in how we express our views, in how we communicate our ideas and inspire others to come along with us.

But first, an announcement that I am absolutely delighted to make:

An unveiling

Back in the mid 90s SeymourPowell, a leading industrial design consultancy in the UK, was asked to redesign the DBA Design Effectiveness Awards trophy. We’ve all come to know and to love the trophy we associate with these awards, bullet in shape, not to be carried home in your trouser pocket point down!

Not only has the materials and manufacturing landscape changed beyond all recognition over the last 30 years, but so has our understanding of the impact of our decisions. Our responsibilities have changed and we can’t go blindly on doing something which was right for years but now sits uncomfortably in a present-day context. Added to that, what was once a simple order each year, had grown more and more challenging to manufacture at a very much higher cost than I felt comfortable approving.

And so it was that this year, we embarked on a journey to design and deliver a new trophy worthy of the context that we find ourselves in today, that makes use of the manufacturing processes that we have available today and materials that simply didn’t exist 30 years ago. 

Designed by DBA member Morrama and manufactured by Batch.Works just a few miles from here, the trophy tells the story that the DBA has long championed, that effective design is borne out of great relationships; a client requirement, perhaps a business challenge being met head on by designers.

Both are equally important but bring very different skills, knowledge and experience to the table. Neither half can function at the level we expect to see without the other. And this interdependency has been brought into the trophy design – neither half of this new trophy will stand up without the other. It’s 3D printed, and this year, it’s made from coffee waste.

That fact, the coffee fact, is particularly pertinent to this afternoon.

Any history purists in the room? I’m about to summarise history to suit my story telling!

Pre-coffee everyone drank beer. Beer was the drink of choice by the Middle Ages for pretty much everyone. It was often safer than water. The poor drank the worst beer and the rich drank the best beer. Micro-breweries and taverns abounded. We drank a lot, got drunk and had fights. We know that alcohol is a suppressant – initially it suppresses that part of your prefrontal cortex that manages risk which is why you like everyone, love everyone, when you’re drunk – your fear of strangers is suppressed. But ultimately you fall asleep, that’s what suppressants do, and then you don’t sleep well because that ability is suppressed too.

And this is where creativity happens also. So when coffee imports started back in the 1650s and more and more coffee houses sprang up, the impact of a stimulant that created the opposite effect was notable. It’s in your history books. Transformation took place as people moved from beer and taverns to coffee and coffee houses.

The location of the first coffee house in London was significant, attracting merchants who worked nearby and the general public who wished to discuss current events of the time. They were joined by intellectuals who gathered and shared ideas which were often groundbreaking or outlandish for the time. Conversation and commerce. Coffee houses fostered “sober” intellectual debate. These coffee houses were known as “penny universities” – for the price of a one-penny cup of coffee, anyone could enter and participate in discussions bridging gaps between different social classes. These places became the primary setting for the exchange of scientific and philosophical ideas that fuelled the Age of Enlightenment.

They democratised knowledge, allowed for free exchange of ideas, and laid the foundation for modern financial and media institutions. They were the remote workplace of their time! And coffee houses were the social media of the 1600 – you got your gossip there, news and political insights!

Social media, remote working, microbreweries… Who knew?!

Famous institutions that are still in existence can trace their origins to coffee houses founded centuries ago. For instance, Lloyd’s Coffee house had so many deals struck between merchants and sailors within its walls that it eventually became Lloyd’s of London – one of the largest and oldest insurance markets in the world. The Stock Exchange came about in a similar way. 

The DBA is the coffee house of the 1600s. You are my Lloyds of London, my Stock Exchanges of the present day and future. I want today to be a stimulant for creativity. These awards, this event, the forums we host, the round tables, our work as a trade association, it’s all a stimulant for meeting, mingling and debating. We’re the “penny university” of our day – and if you are not benefiting richly from your involvement in the DBA then you’re missing out, you’re sitting in the coffee house with your headphones on!

Take them off. Listen in. Join in. And then sort your studios out. How can you make your workplace your version of a modern-day coffee house of the 1600s? How can you help develop the thinking of the teams that work for you? What opinions are you sharing with them? What journey are bringing them on? What are they able to listen in to? Is it any wonder some of them sit there with headphones on and walk out at the end of the day (…that you made them come in for).

These awards ask the question, “what difference did design make?” It allows us to stay a little arm’s length doesn’t it, keeps things at a brand and agency level. Try changing the question, “what difference did I make…did we make?” Hold that conversation with your teams. And perhaps move to the next most obvious question which is, “what difference could we make?” I’d love to see us all become the penny-universities of our industry – how can you take that idea forward?

One guaranteed outcome will be more effective work – delighted clients – and happy customers.  Your team’s consideration of the impact they are having can increase, and you need to take them on that journey. So have a think about what tomorrow looks like. Use today to find out what others are doing, how they’re engaging their teams and keeping them stimulated. It’s time to spark up conversation and stimulate debate. You’ve got the coffee machines – just start the banter.

So, congratulations to all who walk away with one of our trophies today. I want you to display it prominently I want people to walk into your places of work and pick this up and say, “what is this?” And you’ll be able to say, come and have a coffee and I’ll explain.

Thank you Léa, Guy, Jo and Julien who got us to this – we’re delighted – and I am convinced they will be much coveted and the subject of many conversations. And if we pick different materials each year I’ve got themes for speeches for ever!

Enjoy the rest of your afternoon and evening. If you’ve come with others, break away from them – go and talk to more interesting people today! Back in the day, the penny got you your coffee and the right to join any conversation!

The DBA Design Effectiveness Awards recognise and reward the integral role design plays in transforming businesses, improving societies and enhancing people’s lives. Judged by a broad range of business leaders, and entered jointly by client and designer, these awards are the most rigorous standard for measuring the effectiveness of design.

The winners were announced during an inspiring afternoon and evening of talks, panel debates, effectiveness case studies and dinner discussions at The Design Effect, which brought together design leaders, pioneering businesses and leading lights from across the globe in spectacular surroundings at the iconic National Gallery. 

Spanning work for FTSE 100 companies, international retailers, start-up challengers, consumer services, museums, public sector organisations and beyond, the 2026 winners clearly demonstrate the value of design. Says Sean Carney, Chair of the DBA Design Effectiveness Awards Judging Panel: “The DBA Design Effectiveness Awards provide clear evidence of how design drives better business results, and how it has the ability to improve lives and shape a better world. Against a background of uncertainties, the winners’ case studies offer some amazing insights into how design can deliver better outcomes, building brands, generating value, and truly helping business and society grow inclusively and responsibly.” 

Explore images from The Design Effect. 

GoSolr shines with Grand Prix win

GoSolr and Xfacta picked up Gold and the Grand Prix for the launch of the solar-energy brand.

The business reframed the way solar energy is positioned and delivered in South Africa with a disruptive subscription model, and its brand world has driven trust with a hesitant public.

In a category where most of the competition feels technical and impersonal, GoSolr feels like a human service. At a time of national uncertainty, GoSolr literally and emotionally has given people power.

Find out more >

7 Gold, 22 Silver and 11 Bronze Awards

Seven Gold, 22 Silver and 11 Bronze awards were celebrated at the event, including:

Posman Books’ joyful and adaptable brand experience by Beardwood&Co, which enabled the bookstore to open in multiple US cities, adding 55 new jobs to the team. Read more about the Silver award winner > 

The Plastic Free Poppy by The Royal British Legion and Matter, which has removed 70 million pieces of single-use plastic annually from the production of the iconic Remembrance Poppy following a redesign. Read more about the Gold award winner >

Canon EMEA’s flagship experience by 2LK at the world’s leading print tradeshow, which helped the brand capture more new leads than at any event in Canon’s history. Read more about the Silver award winner >

Glasgow Life and Museum Studio’s collaboration which secured £16.5million from the National Lottery Heritage Fund and transformed the visitor experience at The Burrell Collection through an inclusive design approach. Read more about the Silver award winner >

The portable Tympa Ear and Hearing Health Solution designed by Team Consulting allows access to hearing health from high street pharmacies to the jungles of Cambodia, and over 400,000 patients have had a Tympa ear exam since launch. Read more about the Silver award winner >

A new experience at the Guinness Storehouse by Diageo Brand Homes and Dalziel & Pow, which cinematically brings to life Guinness’ ingredients supply and is accessible to all visitors, no matter where they sit on the sensory spectrum. Read more about the Silver award winner >

CleanCo’s redesign by Knockout Design & Innovation which lightweighted the non-alcoholic drink’s glass bottle by 13%, saving approximately £140,000 annually in materials and freight costs and preventing 120 tonnes of CO2 emissions per year. Read more about the Gold award winner >

The strategic response from Lloyds Banking Group’s Internal Design Team that transformed the digital origination, onboarding, fulfilment and servicing journeys of Business Customer Deposits, and has become a road map for future complex projects. Read more about the Bronze award winner >

Wild, the world’s first refillable deodorant with plastic free refills; designed by Morrama and launched in 2020, the product redefined the market and has since been acquired by Unilever for a reported £100million. Read more about the Gold award winner >

Congratulations to all the winning agency and client partnerships and thank you to our fantastic judges who brought their insight and experience to rigorously judge the entries this year. Browse all the 2026 DBA Design Effectiveness Award winners’ case studies and view the judging panel.

2026 DBA Design Effectiveness Award Winners

For nearly 40 years, the DBA Design Effectiveness Awards has championed the power and impact of effective design, and the iconic, silver trophy, originally designed by Seymourpowell, has been awarded to the winners.

But just as industry times have changed, so have the realities of modern manufacturing. The DBA made the strategic decision to partner with Morrama to design and make a new award that not only better reflected the relationship of design and business today, but also future proofed the trophy against rising material costs and production complexities.

Morrama’s design embodies the vital interdependence of client and designer. The new trophy is made from two distinct halves that cannot stand alone – two identical forms that rely on each other for stability, representing the equal but different value a design agency and client bring. Says Deborah Dawton, Chief Executive at the DBA: “Great designers need great clients. The two halves of this new trophy cannot stand up alone; they are a picture of the relationship that must exist between those commissioning the work and those delivering the outcomes. Morrama has created a design that perfectly tells our story, and captures the essence of not only the awards but our industry today.”

The material and production story

Wanting to reduce impact and celebrate UK manufacturing, the trophies are produced and assembled within a 2.7km radius of the DBA’s London base. Made in collaboration with Batch.Works using additive manufacturing techniques, each trophy is 3D printed in a plant-based material derived from coffee waste. The result is glass-like in appearance, the two halves twisting upwards to present the name of the recipient and the level of the award.

Lightweight by design, the production method reduces carbon emissions and is naturally zero-waste. The nature of the material also leaves the door open for the trophies to take on a new look each year, creating an opportunity for ongoing exploration into sustainable materials and storytelling. Jo Barnard, Founder and Director at Morrama said: “We’re honoured to have been selected to redesign the iconic DBA Design Effectiveness Awards trophy. The DBA and Morrama have a shared passion for beautiful design that tells a story in physical form and creates impact. It’s been fantastic to work with our friends at Batch.Works to produce the trophies locally from renewable materials; this will provide a platform for further material play and experimentation each year.“

The DBA selected B Corp Morrama as partner for this new era due to their capabilities in demonstrating a deep understanding of what the awards really mean, and how that story could be communicated through design and crafted into physical form. The partnership also continues to reflect the UK’s strong legacy of industrial design that originated with Seymourpowell in 1989.

The new trophies were presented to the 2026 DBA Design Effectiveness Award winners at The Design Effect, held at National Gallery in London.

GoSolr Brand Launch

GoSolr built a solar-energy brand from the ground up that has acquired thousands of users in a highly competitive, high-stakes category.

Xfacta worked end-to-end with GoSolr to create the distinctive brand world, intuitive digital tools and communications which framed solar as an upgrade to a modern way of living and achieved +1,013% revenue growth.

Power outages have affected households and businesses across South Africa since 2007, but despite being the most viable solution to the nation’s energy crisis, low trust and awareness were keeping consumers from adopting solar power.

In November 2022 that changed with the launch of GoSolr. The business has reimagined the way solar energy is positioned and delivered in South Africa with a disruptive subscription model, and its brand world has driven trust with a hesitant public. Design was crucial to conversion and differentiation, and to how fast the model was scaled – there was a narrow window of less than six months to establish the brand and digital experience before its launch.

At the heart of the brand’s success in rapidly attracting and converting consumers is a confident and clear customer journey. From the first point of contact to installation, GoSolr’s brand world reassures users throughout the journey, removing jargon and fear from the decision-making process. The visual identity connotes warmth, optimism and reliability, three qualities the market lacked, earning over 100 million media impressions for the brand and shaping how competitors behave.

In a category where most of the competition feels technical and impersonal, GoSolr feels like a human service. At a time of national uncertainty, GoSolr has literally and emotionally given people power. Read more about Gold and Grand Prix winner: GoSolr Brand Launch >

Find out more in GoSolr and Xfacta's video:

Understanding your positioning

• One of the areas design businesses can struggle with is a point of differentiation in the marketplace, but as the role of AI in creativity is increasingly debated, differentiation is more important than ever.
• If you want to understand your positioning, the fastest way is to ask your audience. Talk to a handful of current or recent clients and ask: Why do you really choose us? Where do we add the most value? Where do we feel interchangeable with others? And if applicable; Why did you stop using us?
• A really simple template for agencies wanting to look at their positioning was shared: Among [target market], [x] is the brand of [frame of reference], that [point of difference] because [reason to believe] Eg.. Among [snackers], [Snickers] is the brand of [candy bar], that [satisfies hunger] because [it’s packed with peanuts].
• An alternative fun and useful exercise was also shared: Personify your agency, imagine them at a party. How do they act, speak, what do they say, how do they introduce themselves? Now imagine them towards the end of the party, a few drinks in, what do they do/say differently, what are they passionate about, what topics do they pipe up about?
• Positioning shouldn’t be about flashy slogans, and it is also worth considering how your positioning statement aligns with how people now search online using AI.
• Holding a mirror up to your own business can be hard, which is why impartial, external expert advice can be so valuable. The DBA Experts Register can be helpful in this respect.

Delivering benefits

• One member shared how they came to change the direction of their business as the work became increasingly commoditised, repetitive and unstimulating for the team.
• Being explicit about what they were great at has enabled the business to focus on and charge for strategy work, where there is higher value and margin.
• They are now doing more thinking for clients, rather than more doing.
• For industrial designers whose client contracts often restrict what work they can talk about, one member highlighted their approach to building their business’ credibility and outreach through PR focused projects.
• This activity currently takes up about 10/15% of the team’s time. The projects might not ultimately go anywhere, but the value also lies in gaining press coverage, opening-up client conversations and the professional and personal development it delivers for the team.
• Generating content is valuable. Every designer needs to know how to write and speak about design, their opinions and what they stand for. It’s better to have a stance than to be bland.
• This activity can build your team’s confidence, and if you’re invited to speak at events, judge awards etc, this builds continuous noise about your agency, and aids SEO and GEO. 

Further resources

• A number of books were recommended including: David C. Baker’s The Business of Expertise, How not to come second: The art of winning business pitches by David Kean, and Blair Enns’ Win Without Pitching, along with the 2bobs podcast.
• Fully Saturated: The UK Design Agency Positioning Audit 2025 by Emily Penny and Joel Stein, which showcases interesting branding agency propositions, was also recommended.

There will be no DBA Member Forum in April due to the Easter weekend.

Please do however join us for a webinar to launch Up to the Light’s 2026 ‘What Clients Think’ report on 14 April at 1.30pm. You can reserve your place today

The next DBA Member Forum will take place on Tuesday 5 May at 1.30pm BST (moving from our normal Monday slot to Tuesday, because of the bank holiday).