Thought Leadership Illustrations
In 2022, as part of Arup's continuing efforts to promote thought leadership content on arup.com, they developed ‘Futures’ – a new magazine-style section to bring together more of people’s commentary and ideas in a single place.
One of the new elements of the section was called ‘Arup explains’. These are 400–500-word explainers about topics relevant to climate, resilience, green economy and so on. They are written less to provide a particular Arup perspective, more to meet search engines’ need for authoritative answer-style content. By being a trusted source of information, more of their content is likely to surface in searches over time.
To differentiate these explainer articles from Arup’s more personal insights, we developed an in-house illustration series to accompany them:
Whole Life Carbon Emissions
What is the EU Green Deal?
Style Inspiration
Ideas and Development
