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. The first touchpoint, a short video calling for entries, contains the building blocks for the whole identity. A river of typography and images that visualises the endless stream of creative work. The early stages of an awards campaign are message-led, so typography plays an important role. We reverted to ITC Franklin Gothic: instantly recognizable 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 a myriad of 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.