Institution of Structural Engineers: Publishing
Creating a thought leadership book design that bridges credibility and mainstream appeal.
About the project
Client:
Institution of Structural Engineers: Publishing
Client type:
Engineering Services
Scope:
Print & Publications
Illustration
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IStructE is a respected global authority in structural engineering. While their publications typically take the form of technical guides or manuals, The Regenerative Structural Engineer marked a new direction: a thought leadership piece aimed at a broader, more public audience. The book explores regenerative design principles and aims to engage readers across disciplines—from engineers to architects, planners and policymakers.
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The publication didn’t fit into IStructE’s existing design categories of guides or manuals. As a thought leadership title aimed at a broader, non-specialist audience, it required a new visual approach—one that retained the credibility of the IStructE brand while adopting a more consumer-style look and feel. The challenge was to balance authority with accessibility, and to create a flexible, future-proof design system for a new series of publications outside the Institution’s technical core.
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Following a market review of successful thought leadership titles, I explored multiple design directions that balanced conceptual thinking with sustainable materials. Working closely with IStructE and the author, I developed an approach for The Regenerative Structural Engineer cover that used typography to illustrate the journey from framework to completion — and its environmental impact.
For the second title, The Future of Structural Engineering, I created an hourglass illustration to symbolise the relationship between past and future — contrasting what has come before with what could still be achieved. The imagery also conveys a sense of environmental urgency, as time runs out.
These covers sit comfortably alongside popular titles such as Doughnut Economics, while still offering subtle cues of engineering rigour. The flexible design system ensures future IStructE thought leadership titles can continue in the same visual language.
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The final cover achieved a strong balance between thought-provoking and approachable. It gives IStructE a visually distinct new strand in its publishing offer, positions the Institution as a credible voice in sustainability and systems thinking, and opens the door for future titles aimed at a wider, more engaged public readership.