Year of Engineering
Engineering makes our world move, from spaceships to life saving cancer treatment, engineering touches every part of our lives. However, young people, especially young girls, don’t think it’s a world for them and are missing out on the chance to make a positive difference to their (and the worlds) future.
The brief from the Department for Transport was to transform the way young people think about engineering, encouraging them to “take a closer look”. That’s why 2018 was declared The Year of Engineering.
As the lead designer I was tasked with creating design principles for a campaign that spanned online, print, events and social media.
Year of Engineering Take a closer look
The main campaign logo was ‘The Year of Engineering’ within this there was also secondary brand associations for monthly activations and events such as ‘The HolidayMakers’ that ran challenges during the school summer holidays and also the ‘Ministry of Curiosity’ that was a collaboration with activity centre Kidzania.
The HolidayMakers
The Holiday Makers kept children challenged during the school breaks. With 270 day-time hours to fill over the holidays, this sub brand activation helped families looking for fun ideas to keep their children entertained and their minds sharp. The Holiday Makers was a series of engaging challenges, inspiring activities and exciting events, including special challenges for Halloween and Christmas.
Ministry of Curiosity
Based in Westfield London, Shepherd's Bush, KidZania London is an interactive indoor city made for kids aged 4 -14. From an airline pilot to a surgeon, firefighter to a radio DJ, kids can work, play, earn and learn whilst having fun in a range of role play activities.
As a collaboration we created the ‘Ministry of Curiosity’ – encouraging kids to get curious and ask big questions about engineering
Special thanks
Client The Department for Transport
Agency 23Red
Director Tristan Kavanagh
Head of Design Rob Garner
Designer Sam Marshall