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The Sheffield College

Degree Student Wins D&AD New Blood Award

Updated: 06/07/2016

A Sheffield College creative practice degree student will be presented with a prestigious design industry accolade at an awards ceremony this week.

Degree Student Wins D&AD New Blood Award

There is no greater reward for a designer than to see their work appreciated by other industry professionals

Robert Traxon, aged 21, from Heeley, is a winner in the D&AD New Blood Awards, which celebrate outstanding work in the design and advertising industry.

The awards comprise industry standard briefs set by global brands, and attract submissions from graduates and the under 24s around the world.

Robert has just completed the new BA Honours Level 6 Creative Practice course at The Sheffield College’s Hillsborough campus on Livesey Street in the new £8.8 million creative industries facilities.  

Places are still available on the College’s university level courses starting this September. Visit http://www.sheffcol.ac.uk/University-Centre or call 0114 2602600.


Robert said: There is no greater reward for a designer than to see their work appreciated by other industry professionals, and winning this coveted award is a wonderful end to my time at college.”

He added: I've had incredible teaching, encouragement and guidance from my college tutors who have helped me to develop my skills and knowledge of design. It’s great to see how far I've progressed,” added Robert, who has just started working as a designer for Twinkl, a teaching resource company in Sheffield.”


On July 7th, Robert will attend a ceremony in London with his lecturer Paul Clarkson to collect the coveted award in the form of a New Blood Pencil. For more information visit http://www.dandad.org/en/d-ad-new-blood-awards/

In a double whammy, Robert has also been put forward for consideration for a second and third award: the group category winner and the overall winner. Robert’s submission was in response to a brief set by Shutterstock to capture dramatic narrative in everyday reality, and was developed as part of his college course.

Robert chose the archetypes of war, greed and violence and created 20-second animations of each in a video game format to show how these issues can be controlled or stopped by humans. View Robert’s submission here: http://www.dandad.org/awards/new-blood/2016/shutterstock/2977/moral-games/

Paul Clarkson, Graphic Design Lecturer, The Sheffield College Hillsborough campus, said: “The D&AD awards are the highest accolade you can get in the industry, and attract professionals and students from the best art and design colleges and universities around the world. Winning a New Blood Pencil is an instant validation of Robert’s talent, which will give him a significant head start on his career.”

Heather Smith, Principal, The Sheffield College, added: “I want to congratulate Robert on this outstanding success and recognise the high quality teaching that he has received from our talented staff. Our university level qualifications ensure that students get the industry relevant skills they need to progress in their careers, as this award win clearly demonstrates.”

The Sheffield College University Centre offers a broad range of university level courses including honours degrees, foundation degrees, higher national diplomas and certificates recognised by universities, employers and professional bodies. Lower fees, small class sizes, courses designed to meet the needs of the local economy and a friendly, supportive atmosphere, are just some of the reasons why more than 500 students choose us each year.