Generation STEAM

The Brief

Generation STEAM is a project founded by the Chemical Business Association to inspire current and future generations, tackle the skills shortages, reduce the number of young people who have become disconnected from education, employment or training, and improve awareness of careers and opportunities.

The team at the CBA commissioned us to create this animation to bring that vision to life, and inspire people to become Generation STEAM ambassadors. 

The Approach

As Generation STEAM is a broad reaching initiative we needed to create a new look and feel for the project, stepping away from the existing visual style created for our other projects for the CBA. 

We designed a new look that is colourful, dynamic, fresh and modern, in keeping with the aspirational and future focused theme of the programme. We introduced gradients to the backgrounds, inspired by the way that steam from a train moves and rises, nodding towards the steam train used in the Generation STEAM logo. We brought pink and blue accent colours into the visuals, to complement the green and gold of the logo and bring brightness and hint towards a positive step forward.

The colourful motion graphics are combined with an inspiring script, delivered in a positive, upbeat tone by a female voice over artist.