The brief: Illustrate an infographic to represent the circular bioeconomy, making sure to include relevant sectors to the organisation's offerings. It needs to be simple enough to print in an annual report spread, but have enough detail that various portfolios can use it as a base to expand on their contribution to it.
It is to position Scion as global leaders in strategic thinking of the circular bioeconomy, resonating with key target markets of research partners, potential commercial clients, and central government policy makers.
The challenge: There were multiple issues with existing infographics of the circular bioeconomy principle:
Some were too complex to be easily understood at a glance by a wide audience. Others were too simple, that they excluded important aspects in their aim to be easily read. While others were focused only on the specific influences of limited parts of the entire bioeconomy.
Some were too complex to be easily understood at a glance by a wide audience. Others were too simple, that they excluded important aspects in their aim to be easily read. While others were focused only on the specific influences of limited parts of the entire bioeconomy.
The solution: Development of a visual concept with a suitable balance of ease-of-reading with enough content to be meaningful. The style is minimal and clean, in keeping with the organisation's brand style.
How: Researching and reading everything I could find about the circular bioeconomy. Downloading whitepapers and relevant published reports. Listening to podcasts by experts in the field, ultimately sketching rough ideas in my notebook as thoughts and observations came to me.
This deep overview of existing circular bioeconomy communications and distillation of key elements alongside key messaging from Scion's leaders results in a deliberately simple and clear representation of the circular bioeconomy which is relevant to Scion's role in the global process.
Outcome: Approved by the CEO and board of directors for inclusion as the opening spread of the organisation's yearly Statement of Corporate Intent (SCI) publication to parliament and annual report. Approval by the key portfolio general manager and distributed globally through their networks, to positive response.
Ideally, the graphic is intended to be shared, for others to use it. Scion's intent is not to retain ownership of it, but to leverage it to position the organisation as global thought leaders.
Extension: Once established, the core infographic with its comprehensive stakeholder approval serves as the base to extrapolate other variations, in styles suitable for their use, focusing on relevant aspects of the wider concept.
