Joe Smith Brand Consultancy Celebrates Client Successes at Transform Awards North America
Joe Smith Earns 3 Golds for Brand Evolution and Best Visual Identity Work with Belden and Feast
RICHMOND, Va., November 05, 2025–(BUSINESS WIRE)–Joe Smith, the brand consultancy of Padilla, was awarded Gold across three categories at the Transform Awards North America 2025, which recognizes excellence in brand strategy and development.
With Belden, a leading global supplier of complete connection solutions, Joe Smith took the Gold award for Best Corporate Brand Evolution. With Feast, a small specialty food shop, the agency earned two Golds for Best Consumer Brand Evolution and Visual Identity in Retail, besting larger, global consumer brands (see complete list of winners here).
“We’re pleased to see our clients and team recognized for their artful problem solving in the face of a range of brand and business challenges,” shared Lauren Tannenbaum, senior vice president and group lead of Joe Smith. “More important than the awards is the fact that both Belden and Feast have seen meaningful business outcomes in the wake of evolving their brands.”
The work Joe Smith did for Belden included developing a new visual identity, simplifying a complex portfolio of product brands, and crafting messaging that signaled the company’s transformation from product provider to solutions partner.
“This recognition affirms that our brand evolution reflects the strategic transformation happening across our organization,” said Dr. Ashish Chand, President and CEO of Belden. “We’re not just changing how we look – we’re changing how we partner with customers to solve their most complex challenges.”
For Feast, Joe Smith’s challenge was to reignite the passion for an established foodie enclave in Charlottesville, Virginia. Summed up by the tagline “Feed Your Curiosity,” the brand strategy gave way to an evocative new visual identity and brand experience principles that now shape everything from product selection to in-store activations.
“Partnering with the Joe Smith team helped us rediscover the magic that first drew people to Feast and breathe new life into how we connect with our customers every day,” said Elizabeth Pelly, owner and creative director of Feast. “We’re thrilled to be celebrating our best year of revenues on record, but seeing our guests and our team re-energized by the brand has been the most rewarding part of this journey.”
Joe Smith’s award-winning brand work spans two companies of drastically different sizes and sectors – one a large B2B multinational with more than 7,500 employees worldwide and the other a small local gourmet eatery – proving that companies of any footprint can leverage inspired brand strategy and design as a tool for transformation.
