Special wins gold for Inclusive Code at Best Design Awards

Special is celebrating winning Gold for the Inclusive Code at the Best Design Awards on October 10.

In 2024, Special launched The Inclusive Code to encourage practitioners to think differently about disability in marketing and advertising.

It helps educate and encourage reflection on common practices that exclude differently abled people. More informed, more inclusive adverts is the ultimate goal.

The code took two years to create. Special worked with experts and advocates with lived experience of disability and working in the marketing industry lent. This team includes Fonoti Pati Umaga (QSM), Grace Stratton, Hope Cotton, Karen Pointon (QSM), Sean Prenter, Shane McInroe and Thomas Chin.

Five silver and eight bronze

Special also took home five silvers. Work with Wellington City Mission – The Greatest Deed, Pet Direct’s Brand Identity, ecostore, Milliken – Our Connected World and the National Cyber Security Centre – The Scamathon got nods.

And the agency picked up eight bronze awards. These included two each for DB Export – Cold Calls and Sexual Wellbeing Aotearoa – Emotional Support Bits. The New Zealand Cyber Security Centre for the ‘Exposed’ exhibition also took bronze.

Making a difference

Special designer Holly Gascoigne took home the Massey University College of Creative Arts – Student and Academic Graphics for her work ‘The Queen and The Bee’.

In it, Gascoigne combined photography, paint, stitching and layered materials. She explored how design can reconnect us to humanity in an increasingly digital world.

The resulting piece celebrates imperfection with the reminder that feeling and connection should remain at the heart of modern design.

Special founder and executive design director Heath Lowe says: “A huge congratulations to our clients and teams behind these brands and campaigns. This body of work is more than an effective use of design principles, but meaningful work that aims to make a difference to Kiwis’ lives. We couldn’t be prouder of our clients, the work, and the teams behind it.”

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