Contextual Practice – D&AD New Blood Awards

Year: 3rd Year 
Project: Contextual Practice (D&AD New Blood Awards)

The Graphic Design & Branding course is undertaking an internal review into the use of artificial intelligence (AI) across the creative industries. The review forms part of its commitment to ensuring students develop the skills and knowledge required for successful careers in an evolving workplace.

The review examines how AI is being used within industry and how it can be meaningfully incorporated into teaching and learning. By exploring both the opportunities and limitations of AI, UCEN Manchester aims to help students engage with emerging technologies in a critical, informed and professionally relevant way.

The work is supported by external organisations and professionals already using AI in real-world creative contexts. Contributing partners include Brandon Consultancy, Studio Drama, Design Bridge and Cantarus, alongside UCEN Manchester alumni working as freelance creatives. Their involvement ensures the review reflects current industry practice and graduate expectations.

Within the course, third-year Jordan Keeble has been exploring AI through his own academic practice. For his contextual practice module, Jordan used a D&AD New Blood Awards brief to compare outcomes produced using his own design skills with those generated by an AI platform.

Jordan gave the AI tool the same information he had access to, setting basic ground rules and asking it to research before generating an advertising concept. His project was motivated by concerns among students that AI could reduce opportunities within the creative industries.

Jordan said: “A lot of students are worried that AI might replace jobs before we’ve even had the chance to enter the industry. I wanted to test that idea properly by seeing what AI could produce when it was given the same brief and constraints I was working with.”

His research found that while AI excelled at rapid idea generation and could produce work at an entry-level standard, his own work demonstrated greater creativity and a stronger emotional connection with the intended audience. The findings also highlighted the potential for designers and AI tools to work together successfully.

“AI can be a powerful support tool, but it still relies on human creativity, judgement and understanding. Rather than replacing designers, I think it’s more likely to change how we work.”

Jordan Keeble