Insight

Beyond Definition Wins Gold and Bronze at the 41st Annual EXCEL Awards

On June 16, 2021, The Software & Information Industry Association (SIIA) announced the winners of the 41st Annual AM&P Network EXCEL Awards. Beyond Definition was recognized with gold in the mobile application magazine category for our work with NAHB’s Sales + Marketing Ideas magazine and bronze in the feature article design category for our WorldatWork November/December 2020 issue design.

The EXCEL Awards are the largest and most prestigious program recognizing excellence and leadership in association media, publishing, marketing and communication.

About the winning entries

Gold: NAHB Sales + Marketing Ideas, Mobile Application Magazine

Since its inception in the early 1940s, the National Association of Home Builders has ensured that housing is a national priority and that all Americans have access to safe, decent, and affordable housing, whether they choose to buy a home or rent. NAHB represents more than 140,000 builder, remodeler, specialty trade, sales and marketing, design, housing finance, and building supply/manufacturing members. NAHB publishes Sales + Marketing Ideas Magazine, the premier magazine covering sales and marketing in the housing industry.

To strengthen its digital footprint and offer flexible resources to members, Beyond Definition worked with NAHB to design and develop a mobile application using the Twixl platform. Sales + Marketing Ideas is packed with valuable insights on sales and marketing trends, market research, advertising, marketing plans, model merchandising, sales management, and more. Instead of having to wait for each issue to arrive, the magazine application gives readers exclusive and timely access to content in their desired topic categories.

While exploring the application, readers can find coverage on selling and marketing new homes, neatly displayed in the palm of their hand. A smooth user experience provides easy readability and gives app users the ability to dive into topic areas most relevant to them. In addition the mobile application provides users with expanded interactive content, membership information, subscription opportunities, and social media engagement. The magazine app is a future-forward interactive content hub that enables NAHB to better engage and inspire readers.

NAHB Digital Magazine

Bronze: Feature Article Design, WAW Nov/Dec: Sticky Conversation FT

WorldatWork is a global association for human resources management professionals and business leaders that provides education, research and advocacy for its members to generate better results for their organizations. One of the exclusive member benefits WorldatWork offers is a monthly issue of Workspan magazine. The cover designs, presented in a contemporary fashion, lead the direction of the magazine’s feature designs for each issue. The issues presented are purposely flashy and bold, since people and culture are at the forefront of workplaces today.

The November/December 2020 issue presented Beyond Definition with an exciting challenge: how do HR professionals handle tough conversations about salary? The “Sticky Conversations” feature is executed using throwback design with a new school style. The black and white photography is meant to bring nostalgia to 1970’s advertisements, but the bright pop of pink gum modernizes the artwork. The design incorporates a subtle quarter imprint on the gum, which offers insight into the article while also giving the object a 3D appearance. Pink bubble typography is presented throughout the feature article with light accents appearing throughout, creating design consistency and a fluid reader experience.

“Of course, I miss celebrating these awards with the team in person. But this year’s EXCEL Awards were still an exciting event to be a part of,” said Debbie Bates-Schrott, CEO and Founder of Beyond Definition.

“Our association peers had to overcome so many challenges in 2020 and we are honored to be recognized by the AM&P Network. Congratulations to all of this year’s winners!”

You can view the winners here: https://siia.net/excel/2021-excel-winners.

Jonah Malin's headshot

Jonah Malin

Jonah Malin is a creative marketing professional, crafting story-driven content to execute a diverse range of digital, print, and social deliverables.

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