Alphabetical rebrands D&AD training with ‘larger-than-life creativity’

Alphabetical has rebranded D&AD’s professional development arm D&AD Workout, renaming it D&AD training and creating a campaign that channels ‘larger-than-life creativity’.

Blu-Tack Venus de Milo
Blu-Tack Venus de Milo

D&AD offers workshops for employees in both creative and no-creative sectors. Courses include Survival Skills for personal development; Crafts to hone skills such as writing and art direction and Mastercrafts, where employees learn the skills of crafts not directly related to their role.

Alphabetical has worked with D&AD on other projects including the Creative Notebook, and was brought in for the training project at the end of last year.

Bob Young, Alphabetical co-founder, says, ‘They wanted to push the fact it’s not just training for the creative sector, the market they’re well-recognised for, but that their training can be effective for other people working in an office environment’.

training logo
training logo

The logo uses a ‘t’ formed into a abstract head shape, which Young says ‘positions them as the thinking part of the mind, and reminds you it’s about creative training’.

The new campaign for the training courses uses photography by Bruno Drummond, who captured a series of images that look to demonstrate how employees can be harbouring untapped creativity.

An office sculpture
An office sculpture

For instance, we see clever shadow-forming found-object installations created from office clutter such as mugs and calculators; an intricate Blu-Tack Venus de Milo sculpture; a pin board portrait of Einstein  and a detailed line drawing of Big Ben on an office worker’s arm.

A Big Ben illustration on an office worker's arm
A Big Ben illustration on an office worker’s arm

These were all created by Alphabetical and a model maker brought in by Drummond, who created the office-style environments for the shoot.

Water cooler art
Water cooler art

‘A lot of passion went into that’, says Young. ‘It had to feel like larger-than-life creativity that so that people stop and do a double-take’.

Albert Einstein pinboard portrait
Albert Einstein pinboard portrait

The new identity is to be used on training collateral and the D&AD training website, as well as direct mail pieces and an events calendar. The branding will also appear at a dedicated training space near D&AD’s headquarters in east London.

Latest articles