D&AD has unveiled the brand partners and briefs for the 2026 New Blood Awards, featuring names like Design Bridge and Partners, Duolingo, and Penguin Random House. This year marks a record number of health-focused briefs, reflecting a growing industry emphasis on wellbeing and purpose. Notably, Kahf becomes Indonesia’s first participant in the programme.
The New Blood Awards connect students and emerging creatives with real-world challenges, with each sponsor setting live briefs that tackle business and societal issues. From inspiring younger audiences and advancing diversity in design to keeping essential skills like typography alive in education, the briefs now also target audiences beyond Gen Z, demonstrating a broader generational focus.
Returning sponsors make up nearly 40% of participants, including HSBC, 21GRAMS, Duolingo, Monotype, Penguin Random House, Wise, and War Child Secret 7. First-time sponsors such as Affinity and Canva join alongside new collaborations with CensHERship, Canal+, Canesten, Carrefour, Novartis, Tuborg, and Kahf, highlighting New Blood’s growing influence across sectors and international markets.
This year also features the highest number of international briefs ever, with challenges coming from Australia, Denmark, Germany, France, Sweden, Switzerland, the UK, the USA, and Indonesia in the APAC region. Paul Drake, foundation director at D&AD, emphasized that supporting emerging talent ensures the industry evolves, while Rosie Isbell, design director at Wise, highlighted how the programme connects sponsors with creatives who challenge the norm and drive meaningful change.
