Hamish Gardner
Founder · Creative Director
Studios:Soft Power
In their own words
We aimed to create a campaign that felt relevant, something less corporate and more culturally en pointe.
From my own experience, New Blood was the perfect stepping stone between education and practice. So being asked to design this year’s creative campaign was a chance to say thank you and to give back.
Articles & interviews
- Soft Power's campaign for the 2020 D&AD New Blood Awards is all about debate and opinion
London-based agency Soft Power designed the campaign for the 2020 D&AD New Blood Awards, celebrating 40 years of supporting emerging creative talent. The identity uses exposed grids and abstract shapes inspired by debate and opinion, referencing the festival’s bold visual language. Founder Hamish Gardner describes the project as a culturally relevant and expressive campaign bridging education and practice.
- Hackney Half Marathon by Soft Power
Soft Power, a new London-based creative agency founded by Ben Haworth and Hamish Gardner, unveiled its first project — the rebrand of the Hackney Half Marathon in collaboration with Nike London. The identity emphasizes community and inclusivity, with a logo symbolizing runners moving together on parallel paths.