Client
The Institution Of Civil Engineers (ICE) is a registered charity that strives to promote and progress civil engineering. The organisation is a qualifying body, a centre for the exchange of specialist knowledge, and a provider of resources to encourage innovation and excellence in the profession worldwide. Representing almost 80,000 members worldwide, ICE have a need to communicate well with all members. The organisation’s strategy is to be a leader in shaping the engineering profession. With a presence in 164 countries worldwide and based in the heart of London, ICE is an integral link for all members.
Brief
Advanceworx were given the opportunity to submit a creative pitch to ICE for the 2009/2010 Members Guide. This is a critical element in the organisations communications with members once a year and outlines the activities and services that ICE provides. Our research showed us just how vast the global appeal ICE has and working from brand guidelines we set out to produce a document that was a true representation and also consistent with the ICE message. We were given full control of the creative aspects with input from principals for content and the document size.
Creative
As a global brand communicating to many people it was clear to us that the publication needed to be as aspirational as functional and keep on brand as well as on message. After researching images the creative process was under way and that process developed the strategic message required to engage all members. A colour palette that was easy on the eye and functional for sections, along with imagery that highlighted the aspects of ICE that members had become accustomed to and the document now had the creative appeal to compliment the organisations message to members.
Conclusion
The result, well we believe that the document for ICE has been one of our most successful projects to date. Not only has the response from the organisations principals been well received but it has been something that members can relate to and use. It was a pleasure to work with ICE and to research and gain knowledge of an organisation that is always building on a rich history, whilst embracing new ways to communicate to an ever increasing member list. The publication is a symbol of the progress this organisation enjoys each year. Success and progress that Advanceworx have been privileged to have been involved with.