A unique model for furthering the frontiers of science through scientific research using state-of-the-art technology was established today with the launch of the Instruct Hub at www.structuralbiology.eu, thanks to innovative strategy, design and digital innovation work of joint-agencies team of Fairley & Associates, Felt Branding and Hildebrand.
Instruct aims to have a big impact on medical advances over the next decade, opening up new and powerful insights into treating diseases, from killer cancers to the common cold. Fairley & Associates led the programme, defined the brand, digital and engagement strategies, content and communications. Felt Branding created the brand’s identity from scratch. Hildebrand built the intelligent, multifunctional Instruct Hub.
Photo: New Instruct visual identity
Scientists can now apply online to conduct their research using previously difficult to access pioneering technologies from across Europe. They can also use personal and collaborative workspaces, debate the Grand Challenges facing society, find information about funding, browse for jobs and promote their work. The Instruct Hub has undergone nine months of extensive and rigorous beta testing, during which over 500 people have joined as members, from nearly 200 organisations, in 25 countries. There are already 800 pages of user-generated content written by 120 people.
Instruct’s comprehensive multi-stakeholder engagement weaves an ad campaign, written by Fairley & Associates and designed by Felt Branding, which runs in Science and Nature in print and online (February—May), with Skype filmed scientist-to-scientist interviews, and a conference sponsorship programme with student bursaries, as part of a wide ranging communications strategy. Instruct will be formally launched at a signing ceremony in Brussels on February 23 by Robert-Jan Smits, European Commission Director-General for Research and Innovation and Prof. Dave Stuart, Instruct Director.
Felt Branding brought the brand strategy to life with a new visual identity. Scott Manning, Partner at Felt Branding, explains “we’ve made a feature of Instruct’s inclusiveness, of being ‘in’ ‘Instruct’. The logo represents the jigsaw puzzle of bringing together people, their expertise and support with technology. We’ve drawn on this graphic device to create a distinctive and recognisable pattern that is used throughout their communications to help them quickly build recognition.”
Rachel Fairley, Managing Director of Fairley & Associates said, “As programme leaders our role was to help Instruct define their strategy and ensure it became reality within six months. We make no apologies for the ambition of our work for Instruct. We had a blank sheet of paper and quickly identified that there was a huge opportunity to create a unique environment for biologists. We are delighted that Instruct were able to go live on time, on budget and to attract so many active members so quickly.”
Instruct has been shortlisted by the Transform Awards 2012 for Best Not for Profit and Best Digital. Winners will be announced on March 21.