The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

D&AD : Be Part of More

Agency Studio Dumbar/DEPT / Rotterdam

Client D&AD


Typography / Dynamic / In Motion

Annual ID


About the Work

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 first of all 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 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. The campaign 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.

2023 Awards

Total Points: 21



Studio Dumbar/DEPT / Rotterdam

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