JKR has taken the challenge of rebranding the D&AD Awards, centering their new identity around visibility and creativity. The design features the iconic Pencil and a new typeface, Pencil Gothic, which adapts across various festival elements including signage and stage designs. Lisa Smith, JKR's global executive creative director, noted the shift back to D&AD's roots of inviting all creative types to engage. The move follows a more conservative approach post-pandemic, aiming to make the festival welcoming and impactful for participants.
It felt more welcoming... We wanted it to feel like an expression that was really inviting for all types of creative.
It's taken a little while to get back to what we're great and known for...the idea of being drawn to create.
It was essentially two campaigns, a festival experience and an awards ceremony experience.
The identity centres around the iconic Pencil and a bold new typeface created with Studio DRAMA, Pencil Gothic.
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