When I Grow Up

Continuing our journey with nmcn to engage 5,000 children by 2025, we were this time asked to create a children's storybook with the sole purpose of inspiring significant numbers of schoolchildren to consider careers in construction. The book is freely distributed to schools throughout the country and it is hoped to be a strong step in combatting a growing skills shortage throughout the UK construction industry.

Leading children through the wide range of engineering taken for granted in everyday life, ‘When I Grow Up’ aims to build an appreciation in children’s minds of how the construction industry enables …pretty much everything!

To get the desired engagement, a relatable and diverse class of characters were first developed. For each page the illustrations were hand-drawn, vectored and painstakingly hand-painted using thousands of photoshop masks, custom textures and custom designed brushes in order to give an engaging school-project feel of character - whilst still being a masterclass in controlling colour for print. The end result is 20 pages of beautiful, bright and engaging content that answers the brief at every level.