D&AD is the world’s most respected creative awarding body. Coinciding with a move to the creative heart of Shoreditch, the charity needed more than just a new address. It needed a complete visual overhaul – from its building to its iconic Pencils – to reflect its professional stature as well as its aim to break boundaries and represent youthful creativity.
We anchored the new identity in D&AD’s mission to inspire different perspectives. This begins at the shopfront with an anamorphic logo – a head-turning symbol that challenges perception. Inside, the theme continues with graphics that bend around corners and play with space.
The overhaul touched every asset. We applied the yellow hexagon and subtle nib marks of the pencil across stationery, posters, and merchandise. Even the meeting rooms are colour-coded by award levels. A total redesign bringing clarity and confidence to a global creative institution.
