Consulting firm Ernst & Young (EY) Australia and outdoor hospitality group Reflections Holidays were amongst the winners recognised at the 2024 Good Design Awards last Friday evening.

The Good Design Awards, a key event in the Australian design sector, celebrate innovative campaigns and programs with design, product, and digital solutions at their core. The 2024 awards highlighted excellence across 12 Design Disciplines, covering more than 32 categories.

EY Australia picked up five awards for program design excellence across projects for a number of clients including ABC, ASB, GeoInsight, TAFE/Deadly4/Museums of History NSW/NSW PSC, and ACECQA.

The winning team joined the consulting firm in 2017 via the acquisition of Future Friendly, a digital product and service design studio that provides human-centred research, prototyping, design, and development services to assist organisations in launching new services.

"We're thrilled to see five client programs win Good Design Awards, especially in our first year at EY. We're proud to create innovative solutions that address client and community challenges. It is by combining strategic design with putting humans at the centre of the product design and development processes that we can really move the needle in terms of impact," said EY Australia Business Consulting Partner, Nick Gower.

Reflections Holidays scooped up the prestigious Good Design Award Winner Accolade in the Digital Design category for exceptional design and innovation.

The award recognised the brand's recent website overhaul, a project which was completed in collaboration with digital design agency, Woolly Mammoth, earlier this year.

The agency, which had supported the Reflections Holidays' ambitious rebrand, developed a versatile design system to standardise the use of user interface elements across the new website. This system served as the foundation for the final high-fidelity designs, which were refined through extensive internal and external feedback.

These designs were then brought to life using a modern, composable technology stack, resulting in best-in-class user experience and performance and contributing to month-on-month record-high conversion rates since the launch of the new website.

The judging panel called out the aesthetics of the Reflections’ website and how it allowed its beautiful locations to shine through, labelling it “a fantastic example of a leisure and tourism site done well’.

CMO at Reflections Holidays, Peter Chapman, said: “The Australian Good Design Awards are extremely prestigious so we’re over the moon to receive this award. We felt confident from the outset working with Woolly Mammoth and this is testament to both organisations’ commitment and hard work to our rebrand - we couldn’t be happier with the outcome.”

Founder at Woolly Mammoth, Sam Logan, said: “Working with a business towards a rebrand can often be a tricky process but Reflections Holidays’ honest and open approach to fresh ideas made the collaboration incredibly motivating. The work of the other nominees was exceptional so to come out on top is a superb achievement for the team, one we’re very proud of.”