Open to any young creative aged 23 or under – in addition to current students and recent graduates – the briefs reflect challenges faced by brands in the real world, giving entrants the chance to 'show off skills increasingly sought after within the global economy'.
The brief follows a similar format to that of the #AdobeRemix campaign, where creatives from across the globe were invited to remix the Adobe logo in any way they could imagine, with designers including the likes of Natalie Shau, Alex Trochut and Sagmeister & Walsh producing a range of vibrant, energetic and playful new identities for the brand.
Adobe will be setting entrants the challenge of taking the existing identity for Adobe Creative Cloud, reimagining it for a youth audience and devising a launch campaign to appeal to this group.
The only rule is that the logo must keep the Creative Cloud shape. The deadline is March 16 2016.
Entrants can submit a solution to the brief using either a video (maximum 2 mins) or up to eight presentation slide images. Supporting material can include interactive work (websites, widgets, apps, HTML, etc.), physical material (prototypes, mockups, etc) and images.
Adobe said the challenge offered an opportunity for the talent of tomorrow to create an original and holistic brand campaign, across every aspect of the marketing mix.
The company urged entrants to take the brief from concept and creation, thinking about colour, typography, imagery and brand identity – right through to tone of voice, brand applications and touchpoints such as social, digital, and experiential platforms.
Liz Wilkins, head of digital media marketing, Northern Europe at Adobe UK said, “At Adobe, we’re committed to giving students valuable opportunities to make it in the real world, helping to highlight the next generation of young creatives and raise their profiles in the creative industries. Whether you’re an illustrator, artist or a graphic designer, our brief calls for those with a creative edge to come up with an innovative, inspirational design that they think would appeal to future creators, and we are looking forward to seeing this year's emerging talent take on the challenge."
All images featured here are posters for the campaign, created by Academy of Art University students Julia Lemke and Michael Taylor.
See the full list of briefs for the New Blood awards