The annual D&AD awards are a byword for creative excellence. In 2022, celebrating the 60th year since its foundation, D&AD sought to highlight the inclusive spirit of its awards, inviting creatives around the world to be part of more by sharing their work, expertise and innovations with the broader creative community. It’s a line that appeals to all: from large companies to individuals working from home. For the third year running, we were asked to create a visual identity encompassing a call for entries, virtual ceremonies, an online annual, and everything in between. Our response was a completely motion-led identity driven by a need to express the inclusive, community-focused tone of the tagline, ‘be part of more’. The first touchpoint, a short video calling for entries, contains the building blocks for the whole identity. The early stages of an awards campaign are message-led, so typography plays an important role. We reverted to ITC Franklin Gothic: instantly recognisable as D&AD’s primary typeface. From there we introduced the keystone of our motion-led identity: a static tagline seen in isolation before expanding and multiplying to reveal myriad energetic letterforms, all in motion. As the timeline progressed, the dynamic, mantra-like repetition of the identity evolved: from theatrical, gradient-rich visuals for the ceremonies, to the relatively quieter, more spacious layouts of the online annual. The campaign combined multiple crafts including graphic design, motion design, sound production, and creative coding. It brought the best out of our team – an adventurous client and an open brief combining to foster a hugely rewarding collaborative effort between our visual, sound, and motion designers. The sense of joy and creative energy experienced by our team is perceptible in the effervescent tone of the visuals.