D&AD New Blood Awards
Brand Identity
Dec 2019
The 2020 D&AD New Blood Awards brand identity project masterfully captures the intersection of academic rigor and creative rebellion inherent to the competition. Developed with expert graphic design by Soft Power, the visual system pivots away from traditional corporate aesthetics in favor of a punchy, experimental digital art style. Central to the work is a recurring, systematic grid structure that anchors fluid, organic shapes, creating a tension between controlled design and unrestrained creativity. By utilizing high-contrast color palettes—ranging from neon greens and cyan blues to vibrant yellows—the identity feels distinctly futuristic and urgent. The typography serves as a primary narrative tool, employing bold sans-serif fonts to deliver pithy, provocative statements like Reality>Play and Effort>Talent that resonate with an emerging generation of designers. Beyond the screen, the application of this identity onto urban construction hoardings demonstrates the versatility of the brand system, effectively transforming city architecture into an interactive canvas. Through a clever integration of UI illustration and rhythmic, modular layouts, the project establishes a cohesive professional design language that elevates the awards while honoring the spirit of the industry. This is a rigorous study in how commercial branding can leverage abstract motifs to command attention in a crowded media and entertainment landscape while maintaining the necessary precision for event-based digital media communication.
Artistic, Commercial
Typography, UI illustration
Digital Media & Publishers, Media & Entertainment
