Jacob Tyler developed a new identity and changed the name from Creativity Annual Awards to Creativity International Awards to appeal to a global design community. The award certificates, trophies, marketing collateral, and Web design were redesigned to update and enhance the look and feel, as well as site functionality. The site was built so awards pages could be quickly added and edit by Creativity staff. As well, awards can be showcased and search engine optimized online providing additional incentive for award applicants.