Drawn to Create

Campaign Identity
Design System
Copywriting
Typeface Design
Motion Design
Implementation
Production
Event Design
Environmental Design
Exhibition Design
Installation Design
Wayfinding

For over 60 years, D&AD (Design & Art Direction) has been one of the world’s leading creative institutions—championing excellence in design, advertising, and craft through its iconic Pencil Awards. The Pencil has long stood as a benchmark for the industry, symbolizing rigor, clarity, and an unwavering commitment to creative craft. Heading into 2025, the Festival and Awards needed an identity that could re-energize the creative community—driving entries, increasing attendance, and reaffirming the Pencil’s status in an increasingly crowded awards landscape. D&AD needed to remind creatives why the Pencil still mattered.

Our campaign identity was built around a simple truth: creatives aren’t driven by trophies—they’re Drawn to Create. That idea shaped a visual system where graphics, type, and motion were all magnetically pulled toward the D&AD logo—a literal expression of the creative impulse. A flexible “drawn to” copy system extended the thought across campaign assets and throughout the festival environment. The outcome was a bold, unified identity that reignited relevance: D&AD’s highest-ever NPS, record entry numbers, and a renewed belief that the world’s best creatives are, more than ever, drawn to D&AD.

ClientD&AD

StatusLaunched

RecognitionBrand Impact Awards: 2X Silver, 3X Bronze

TeamLisa Smith
Gustavo Dao
Ben Avny
Julia Callaby
Tom Gould
Ella Marie
Louise Seager
Chris Frost
Nils Björkman
Margarita Ianev
Holly Grounds
Hope Whitehead
Ilario Cichella
Studio Drama

ContributionCampaign Identity
Design System
Storyboarding
Implementation
Production
Event Design
Environmental Design
Exhibition Design
Installation Design
Wayfinding