Mapping creativity at the University of Exeter
Scriberia helped the University of Exeter visualise creativity across disciplines with a vibrant guide that inspires collaboration and innovation.
World Animal Protection have a vision of a future that puts animal welfare at the heart of farming — making global food production better for animals, people and the planet. As they set about implementing their 10-year global strategy, vision mapping made perfect sense.
Challenge
The work of World Animal Protection is complex. To bring the right people on board — whether employees, governments, NGOs or donors — the organisation needed a clear and compelling way to communicate its strategy and raise awareness of its work.
Felix Holman, Head of Programmes at World Animal Protection, explains: “After launching our farmed animal strategy, it became increasingly clear that our internal stakeholders, and even our own comms team, didn't fully understand what we were saying. We realised a visual approach would be a much more powerful way to get them onboard and talk them through all the complex intersections of issues… and show them how they fit into it all.”
“We realised a visual approach would be a much more powerful way to get people onboard, talk them through the complex intersections of issues, and show them how they fit into it all.”
Felix Holman, Head of Programmes, World Animal Protection
Solution
Vision mapping was the ideal way to break down the complexity of the strategy and make the plan accessible to everyone involved.
A series of remote workshops brought together a working group of key stakeholders — representing World Animal Protection’s global offices as well as fundraisers — all facilitated by Scriberia. This highly collaborative process allowed diverse perspectives to be captured, while shaping a streamlined and cohesive representation of the strategy.
Felix says, “The whole approach had to be very collaborative. But, of course, everybody has different motivations when they're trying to describe strategy and what’s meaningful for them — trying to incorporate it all would have resulted in a Sistine Chapel creation!”
“Scriberia’s expertise helped us capture this complexity and focus on what truly needed to be conveyed — ultimately staying on the path to simple and clear communication, something we just couldn’t have done internally.”
Felix Holman, Head of Programmes, World Animal Protection
Results
The resulting artwork uses three interconnected wheels to represent the organisation’s central strategic areas: the problems, the solutions and the visions — acting as a clear roadmap for how the goals will be achieved. The map now serves as a valuable tool for tracking progress and cultural change over the 10-year timeframe, helping maintain enthusiasm and alignment.
Felix says, “It’s been a fantastic tool for us to use across our network of global offices. Having the visual representation of the strategy supports a complex narrative which the teams can keep referring back to and connect it all up.”
The vision map has also strengthened the fundraising team’s outreach to donors — crucial at a time when global economic challenges demand clearer, more compelling storytelling.
Felix adds, “Effective communication is key. People turn away from what they find too complex, or they move on if they can’t grasp it. Sometimes our work feels like a monumental mountain to climb, but with Scriberia’s help we’ve enabled colleagues to accept and understand our strategy — and now we’re moving forward. It’s been a hard sell but we’re making progress.”
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