Our idea sprang from the insight that design is continually driven by the creative impulse to make things better and more beautiful than they were before. It is an impulse passed from generation to generation, transcending genres and cultures to connect people across time and space. The designs that emerge from this process have an intense brilliance, and their evolution never ceases. We conceived this process to be a succession of “beautiful mutations,” and chose ever-mutating goldfish as a motif for visual expression. The D&AD awards define a globally recognised standard of design excellence, and with our creative work we encouraged exhibition visitors to consider how the award-winning works reflect the ever-evolving nature of the design process.