Soft Power designs D&AD New Blood 2020 creative campaign

D&AD has enlisted New Blood alum Hamish Gardner's design studio, Soft Power, to design the New Blood 2020 creative campaign.

The 2019 D&AD Annual cover. Image supplied.

Richard Turley brings his visually-arresting design to the 57th D&AD Annual

3 Oct 2019

D&AD New Blood aims to champion, educate and support emerging creative talent to help people gain a foothold in the creative industries. Established by industry great Sir John Hegarty, the 2020 Awards marks 40 years of New Blood.

The creative campaign has been created to reflect this. The campaign design contrasts exposed grids with eye-popping abstract shapes and a bespoke symbol set.

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Since 1980 @newblood_dandad has been nurturing the next generation of creative talent. 2020 marks 40 years of D&AD New Blood. This>That. Life is opinion. Start the conversation. 19 briefs are waiting to be bossed. Creative by @softpower.xyz #NewBloodAwards #40yearsofnewblood

A post shared by Design And Art Direction (@d_and_ad) on Dec 10, 2019 at 9:27am PST

The copy features the 'greater than, lesser than' symbol to reflect the debates and opinions that New Blood fosters, and to provoke the same questions through a simple and open system.

The creative will appear across all D&AD New Blood digital platforms, including the website, digital advertising and social media channels.