Over three years, 999 were the sole creative agency working alongside the events and business development teams at the Guardian and Observer. A huge variety of briefs saw us create campaigns to attract participation in a range of commercial events – both consumer and B2B – as well as helping to communicate with and engage staff internally. At the heart of everything was reaching the right audience, whoever they may be, with the same open and creative spirit that epitomises the Guardian brand.

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The Observer Ethical Awards celebrate the people who make ethical living accessible and achievable – from green geniuses with innovative ideas to sustainably minded school children to those campaigning for social change or actively protecting the environment. It was this human spirit that influenced the 2011 campaign, encouraging readers to nominate or vote for worthy individuals. Recycled characters created from discarded objects brought to life the personality of the awards, personifying some of the various different entrance categories.

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The Observer Food Awards recognise all that is great about British food and produce, with an annual campaign running in the paper and magazine as well as across restaurants and food blogs throughout the country. To mark ten years of the awards, colourful photography alongside simple illustration and a supporting tone of voice celebrated the idea of personal favourites – encouraging readers to nominate or vote to see the places they most love to eat and drink awarded appropriately.

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The Guardian Student Media Awards have been helping to launch careers for more than thirty years, with past winners including author Caitlin Moran, photographer Rankin and political commentator Andrew Rawnsley. A press, online and in-university campaign encouraged participation among the brightest and most ambitious students. Each year the campaign would take a new focus – from the idea of ‘making it in the media’ with a playful approach that poked fun at industry stereotypes and tapped into trends in popular culture – to highlighting the success of high profile past winners, demonstrating the real power of the awards to kick start careers.

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With the world of newspaper reporting rapidly changing to embrace the instant access of up-to-the-minute information provided by digital platforms, the Guardian embraced a ‘digital first’ strategy. A greater focus on digital products and services signalled a major shift for the business and one which needed to be communicated effectively to all staff. Working with the new strategy we created an interactive presentation piece centred around the idea of ‘outside in’ – focusing on the importance to the business of understanding its audience and how their behaviours should inform the focus for the future. Bringing all areas of the brand together with one strong, united vision.