We’ve been working with some of the bright young things that make up the 2012 D&AD Graduate Academy crew. After beating the rest of the international competition at the Student Awards, these grads were invited to take part in a ‘creative bootcamp.’ This provides them with an opportunity to workshop, create, pitch, and boris-bike their way around London in the hopes of landing their dream-job in the design industry.
We have a long and happy relationship with D&AD, employing the most impressive grads from New Blood events and judging the 2012 D&AD student awards, so were excited about opening our studio doors to this years Graduate Academy attendees.
The group we met with was made up of graphic designers, art directors, photographers, and copy-writers, and came to MB to learn a little more about life outside of art-school: how our studio is structured and how we work to deliver award-winning and business-transforming work with our clients. There was a lovely symmetry between our D&AD visitors and the mix of people we have in the studio. As we toured the building and talked through our recent projects, we tried to impress upon them the benefits of working as a multi-disciplinary team. This was put to the test with the brief we set the group; bring our brand strategy for the University of the Arts London to life.
Two and half days after being briefed, the team returned to present to our senior strategists and designers. Their response of an online communication platform for students and alumni was well supported by key insights and objectives, and included concepts for the platform’s user journeys, wire-frames, identity, launch campaign and ongoing communication concepts. Even more impressive than the amount of work produced was their ability to adapt and learn from each others different backgrounds and skill-sets.
As Stephen Pierce, one of our Grad Acad’ers, put it: “I applied for the graduate academy to experience a wide variety of disciplines as well as improve on the areas I was more familiar with, and our team project with Moving Brands not only forced us to get chewing our pencils, but created the opportunity to explore how different disciplines tackle creative problems, and how working collaboratively can help to create a better response.
Learning from the strategic process that Moving Brands employ was a real eye-opener into the level of thinking that goes into creating a successful living brand, and whatever discipline we’ve come from, there’s plenty to take away from this experience!”
The Grad Academy wraps up tonight with a live art battle in Hoxton. Seems an appropriate way to send off these talented new creatives into the competitive battlefield that is the London design industry. All the best to Stephen, Russell, Luke, Ruth, Esther, Christina and Batya as they get out amongst it.