Context
How do you precisely capture the personality of a group while engaging a complex and diverse audience? The Institution of Mechanical Engineers’ latest report highlights segmentation in engineering apprentices and undergraduates.

Idea & difference
The Institution of Mechanical Engineers’ latest report, Never Too Late: Profiling Female Engineering Apprentices, presents the results of a research study undertaken to gain a better understanding of female apprentices and what motivates their career pathway.  We built on the analysis, which identified four clearly demarcated segments among both females and males who chose a career in engineering, and developed a series of bespoke illustrations which captured the unique personality profiles of each group. The distinct and visually impactful graphic approach involved a bold use of colour, which was extended to the data visualisation throughout the report. The illustrations were adapted for promotional use across social media at the report launch.

Illustrations by Rocco Dipoppa.