Each year students from BA Graphic Design Communication submit award-winning entries to real life design briefs from D&AD and this year has seen their success continue; congratulations to the six students from BA Graphic Design Communication who scooped D&AD New Blood Awards this year! We’ve taken a look at their award-winning projects below:
Wood Pencil: #NoTag Campaign – Leen Haddad
A campaign raising awareness about stereotypes to help avoid any unnecessary tags and labels on people by having an additional and specially designed tag to be put on items from John Lewis. As people purchase and take that tag off, they are being part of the #NoTag and supporting the idea of removing the tags from each other. Customers are asked to insert the #NoTag tag into the tag machine and will leave with a special receipt with a short story on it.
Graphite Pencil: Here & Now – Adam Marsh
Here & Now is an enchanting exhibition space and forward thinking 360° campaign that showcases this month’s most loved products. For customers, it’s an engaging, playful exhibition, but behind it is retail data and intense core human psychology that prompts sales, builds trust and entices a younger demographic. Mesmerising, multi-sensory experiences such as the conveyor belt beauty bar, revolving living rooms, demo tasting kitchen and mood-lit tech booths create an unmissable space that guests will love sharing. Here & Now is a fresh, human-centred approach to the in-store experience that pushes the brand forward.
Wood Pencil: Co-Collective – Gabriela Sprunt
The Co-Collective is a conceptual store and bar within John Lewis. It is focused on design, community and comfort geared towards Generation Rent. Inspired by Tate Lates, Southbank centre and other successful promotions the space would be designed to be open in the evenings to host events, talks and workshops; surrounded by beautifully curated John Lewis home products. It is aimed at a co-living generation. It will be combined with a small pop-up space that will specialise in small, premium and unique products; combining existing John Lewis products with new design from young emerging designers.
Graphite Pencil: John Lewis – Reform – Jessy Winchester
The concept initiated from researching the issues of fast fashion and sustainability of clothing. The inconsistent sizes at charity shops resulted in fewer people shopping there. The idea is based around the concept of reforming an item of clothing either from a charity shop or an item you already own. A collaboration with a guest designer and a Pop Up in the John Lewis haberdashery encourages Gen Z to visit the store. The challenge is to encourage a decrease in fast fashion and to create awareness of the affect fashion has on the environment to a younger audience.
Yellow Pencil: La Rupture – Léna Le Rigoleur and Cath Shayler
