DESIGN AFTER DESIGN.

TitleDESIGN AFTER DESIGN.
BrandTHE AD MUSEUM TOKYO / YOSHIDA HIDEO MEMORIAL FOUNDATION
Product / ServiceD&AD AWARDS 2020 EXHIBITION IN JAPAN
CategoryB03. Posters
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU ON DEMAND GRAPHIC INC. Tokyo, JAPAN
Production 2 LULL INC. Tokyo, JAPAN
Production 3 XPD INC. Tokyo, JAPAN

Credits

Name Company Position
YUYA FURUKAWA DENTSU INC. EXECUTIVE CREATIVE DIRECTOR
Yoshihiro Yagi Dentsu Inc. Creative Director
Haruko Tsutsui DENTSU INC. Copywriter
Daisuke Hatakeyama lull Inc. Art Director
Marina Danjo DENTSU INC. Copywriter
Rina Kimura DENTSU INC. Designer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director

Background

Our brief was to design the announcement materials and venue space for the “D&AD 2020 Exhibition in Japan” at the Ad Museum Tokyo. We wanted our visual design to reflect the fact that the D&AD organisation does not just host the world's most prestigious design awards contest, but that it is also deeply committed to fostering new creative talent. We therefore sought to communicate a sense of D&AD’s role in supporting the evolution of design and its unlimited potential for change and growth.

Describe the creative idea (40% of vote)

Our creative idea was to represent the concept of design as a train that repeatedly sets off on a new journey. Because no matter how great designs are, their creators never rest, but continually move forward in search of newer and even better design ideas. By using the image of a train carrying everyone's hopes as it sets off again and again on a never-ending creative journey, we sought to communicate to exhibition visitors a sense of the limitless possibilities of design.

Describe the execution (40% of vote)

Our posters depict a “design train” as it travels through an amorphous grey landscape, with smoke rising from its engine to express the creative passion that drives it forward. We used slightly different paper for each of the posters to give each one a subtly different character and tonality. At the head of the train we silkscreened the D&AD logo in bright yellow to make it the focal point of the scene, and to symbolise the D&AD organisation’s role as a leader of the design community.

List the results (20% of vote)

With the design assets we created for the exhibition, we successfully communicated to our Japanese audience a sense of the important role that D&AD plays in the global design community. Not just as a prestigious, sought-after award, but as an engine that fosters new talent and continuously drives the community forward—with design after design—on the never-ending quest for creative excellence.