D&AD is an educational charity so its training programs are at the top of the list of the most important things it does.

London design studio, Alphabetical, got to rebrand D&AD’s professional development arm, D&AD Workout, including renaming it D&AD Training.

D&AD Training provides the UK’s widest range of creative workshops and training sessions, taught by awarded creatives. Courses include Survival Skills for personal development; Crafts to finesse skills like writing and art direction, and Mastercrafts, to teach employees skills of crafts not directly related to their role.

Alphabetical’s brief was to D&AD create a new identity and marketing campaign to promote training, not only to the creative sector they represent but to any workplace or office. The aim was to highlight how training can unlock every employee’s creative potential to solve problems and approach work in new and more rewarding ways.

Alphabetical zeroed in on the unexpected – and not always productive – ways in which creative talent is being expressed in offices – a tattoo drawn on an arm in marker, a Venus de Milo statue fashioned from Blu Tack…

The identity is designed to make sure when you think of creative training, you think of D&AD, with its ‘t’ logo formed into a abstract head shape.

The new campaign used photography by Bruno Drummond and a model maker brought in by Drummond, who created the office-style environments for the shoot.

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.