D&AD shows how creativity works

British Design & Art Direction is launching an initiative in collaboration with the Design Council and the Royal Mail, designed to promote the importance of creativity to the business community.

Aimed at brand and marketing managers, Creativity Works launches with a one-day seminar on 18 October at the Royal College of Art and incorporates a related collection of ten case studies, five from design and five from advertising.

The case studies are selected from D&AD’s Annual Awards. At the time of selection, all entries were only at a shortlist stage.

Entries include the Audi A2 car designed by Audi and Ingolstadt, Richard Hywel Evans’ interiors for the Cellular Operations call centre, an installation at the Science Museum’s Wellcome Wing by Casson Mann and Itch, Mother’s brand identity for Costa Coffee, and MTV2’s screen identities and website by Digit.

The manual sets out to explain how and why each case study is effective in meeting business objectives, says a D&AD spokeswoman.

D&AD chief executive David Kester comments, ‘Creativity Works takes you behind the scenes inside some of Britain’s most dynamic companies to explore how organisations use design to achieve commercial success.’

The Creativity Works logo has been designed by Hat Trick.