"Our pick as the outstanding submission in this category — The Musicians' Pension Fund — stood out in our minds as the most striking example of the design process adding value to the rebranding beyond the usual mark of identity and applications. Ledden Design listened to their client (quite literally, in this case) and proposed a change in the naming of the organization which both "informalises" the corporate entity and more accurately reflects the way they present themselves to their stakeholders on a day-to-day basis. This struck us as more than good design — it's good business."

– RGD 2008 Design at Work, Judges' Pick Brand Award. Darren Wilson, RGD and Colleen Vecsi (Judges)