Graphic Design student wins prestigious D&AD Student Award
Graphic design student from Workington is one to watch after impressing the judges at one of the world’s leading creative competitions.
A graphic design student from Workington is one to watch after impressing the judges at one of the world’s leading creative competitions.
Ashton Hoban, who will graduate from the University of Central Lancashire (UCLan) next month, was chosen as one of the winning entries at the Design and Art Direction (D&AD) New Blood Awards.
Students had to select a live brief, set by some of the UK’s biggest companies, and come up with a creative solution.
Ashton, 21, chose a challenge set by John Lewis to design a product or service to bring the brand into the lives of time-short urbanites looking for more than just shopping.
She developed the ‘John Lewis Saves The Day’ initiative, which would see the brand go beyond its stores and into the great outdoors by teaming up with the UK’s leading festival, Glastonbury.
John Lewis would supply festival essentials, from sun cream to ponchos, all of which could be pre-ordered and collected from vending machines and points of sale at the festival.
"The John Lewis brief was my biggest challenge but also my proudest moment, as it feels so good to win. I couldn’t believe it when I found out and it still doesn’t feel real."
The concept, along with supporting branding designed by Ashton, earned the student a place on the D&AD winners roll for the John Lewis brief, alongside just seven other students from across the UK.
Students are kept in the dark about which categories they have won until the D&AD New Blood Festival, where their work will also be exhibited, in July.
It means Ashton will have to wait until then to find out which of the prestigious ‘coloured pencils’ she is taking home.
She said: “The John Lewis brief was my biggest challenge but also my proudest moment, as it feels so good to win. I couldn’t believe it when I found out and it still doesn’t feel real.
“I came up with the Glastonbury concept because the outdoor summer festival scene caters for such a wide variety of tastes and demographics. It’s perfect for making a connection with new customers, especially those who are looking for an experience over just straightforward shopping. It was a really fun idea to develop and I’m pleased with how it turned out.
“Working on live briefs has been one of my favourite things about studying at UCLan, there’s been lots of opportunity to get noticed through competitions and working with big companies.
“I also really like that the course is so ideas based. It’s not just about making things look good, it’s about the thinking behind it too, and I think that’s really important.”
Ashton’s work will be on display at UCLan’s Preston Campus from 9-16 June as part of the Lancashire Arts Festival Degree Show.