Representing creative, design and advertising communities around the world, D&AD celebrates brilliance in commercial creativity. A registered charity, D&AD’s activities encompass: a members’ organisation; lectures, masterclasses and courses; New Blood – supporting emerging talent; a revered annual awards program; and more. D&AD Festival is a three-day immersion in the world’s best craft, creativity and culture. Studio Dumbar was invited to devise the positioning, name and identity for the 2020 festival.
With the limitless potential of human imagination at its core, our strategy supported D&AD’s goal to establish the event’s pre-eminent status. Our positioning was therefore led by a desire to establish the event as the festival of human creativity. To engage and amaze became our leading principle – a mantra that encapsulates the spirit and intentions of the festival. Based on our positioning we developed a name for the entire festival: Imagine Everything.
Our design concept celebrates the vast potential of creativity; it does so unapologetically, engaging and amazing across all touchpoints. The word imagine is an ever-present anchor, used across the identity in a series of evocative phrases and sentences. Set in the variable font Marfa – created by Swiss foundry Dinamo – the typography shifts, expands and stretches, expressing the limitless scope and adaptability of the human imagination.
The May 2020 festival moved from a physical to a completely digital experience due to the Covid-19 pandemic. All physical material was adapted to a 100% digital festival experience. From AR face filters for winners to personalized social media posts and landing pages for all award categories.