The Bessies is an annual advertising awards show that is known for being really really long.

So, we re-branded this year’s show: The Bes. It’s the Bessies, only shorter.

Every piece of communication from the entry form, print ads, tickets, web site and posters spoke to the idea of a shorter show. We used simple and clean design to punctuate this and help re-brand the show.

For the first time in The Bessies’ existence it had a brand image and theme that was worthy of a show that celebrates creativity. But most importantly, the show lasted 57 minutes (1/3 the usual length).