Institution of Civil Engineers
Systems Thinking and Approach
A lot of progress has been made in the way civil engineers design and build things, and as technology develops, we need to think again about how we deliver infrastructure projects. This is why the Institution of Civil Engineers is putting forward the Systems Approach to improve the way infrastructure projects are planned, designed and delivered. We created this animated explainer for the Institution of Civil Engineers (ICE), enabling them to start the conversation around the Systems Approach.
The Scrapbook
The challenge
Speaking to members of the ICE, our whiteboard animation had to explain the Systems Approach and the eight principles that underpin it. With an emphasis on the present and future of infrastructure planning, design and delivery – our animation needed to inspire viewers to find out more. It was crucial that the animation had a matter-of-fact tone and followed the ICE’s brand guidelines.
The film
A progressive and matter-of-fact tone ran through our whiteboard animation, which introduced the Systems Approach to the infrastructure project planning and delivery discussion. We did this by utilising the different dimensions within whiteboard animation. At a visual level we used a combination of process maps, icons, illustration and metaphors to give the animation an informative feel whilst also harnessing the creativity allowed by the whiteboard format. Process maps explained key details while icons such as an ear receiving sound emphasised points made by the voiceover. Ideas within the animation were explained and expanded upon through engaging illustrations like a double helix in a baking tray to visualise baking risk management into projects. We used the metaphor of someone preparing to jump hurdles on a track to express the need for agile leaderships and the challenges leaders must tackle.
The visual aspect of the animation was joined by a strong script, capturing the points and narrative, which was brought to life by a professional and clear voiceover. Animation and careful framing allowed us to focus viewer attention and further land the messages of the animation. The combination of these elements was a whiteboard animation which was informative and engaging, adding to the conversation while directing viewers to further information.
About the client
Formed 200 years ago, the ICE is a professional membership body which supports 95,000 civil engineer members. The ICE help civil engineers learn and share their knowledge, while also promoting the essential contribution that civil engineers make to society worldwide.
The context
To find out more about the work of the Institution for Civil Engineers and the Systems Approach, visit the Institution for Civil Engineers website.
