Simplifying complex processes with animated videos
Marketing strategy
Video production
Graphic design
Challenge
Australian Defence Force personnel needed a clear and engaging way to communicate new human resources processes to a diverse, multigenerational workforce. These processes were often complex, involved multiple stakeholders and were prone to misunderstandings.
Approach
We began with a discovery session alongside subject matter experts to identify the most common questions, pain points and areas of confusion. This insight informed the development of scripts and storyboards designed to simplify and visualise each process from the member’s perspective.
Throughout this collaboration, we worked closely with experts to ensure accuracy and clarity. In some cases, our work prompted teams to refine their processes, removing unnecessary complexity and aligning steps across services.
Once scripts and storyboards were approved, we moved into production. We used a professional voiceover artist and added a custom atmospheric soundtrack to keep viewers engaged throughout the three-minute videos. To ensure accessibility, we tested the content with a diverse group representing different ranks, ages and genders, making final adjustments based on their feedback.
Impact
The series of eight animated videos provided a consistent, easy-to-understand resource for ADF members.
Analytics revealed strong engagement, with videos averaging around 400 views per month demonstrating the value of clear, visual communication in simplifying complex processes.
In some cases, our work prompted teams to refine their processes, removing unnecessary complexity and aligning steps across services.
More of our work with MPD
Facilitating two-way engagement through a live-stream webinar series for the Australian Defence Force
As the Military Personnel Division (MPD) introduced new policies, processes, and systems to an ADF workforce of 80,000 people, one-way communication wasn’t enough.
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As the Military Personnel Division (MPD) introduced new policies, processes, and systems to an ADF workforce of 80,000 people, one-way communication wasn’t enough.
Creating a visual identity for a new Division within the Department of Defence
When the Military Personnel Division (MPD) was established in July 2023, it brought all human resources functions across Navy, Army and Air Force together under one roof for the first time. It was a landmark change, and it needed to look like one.
Six branches. One new Division. No single source of truth.
When the Military Personnel Division (MPD) was established in July 2023 bringing Navy, Army, Air Force and enabling support HR branches together under one Division, its intranet didn’t reflect the change.
Providing strategic communication for a major Defence workforce transformation
When Military Personnel Division (MPD) was established, it undertook a major workforce transformation overhauling systems, processes and policies simultaneously, across four service cultures and an intergenerational ADF workforce the internal team needed two things from the outset: a robust communications strategy and the surge capacity to deliver it.
Simplifying complex processes into content the workforce can understand
The Military Personnel Division (MPD) manages complex career management processes for Australia’s entire ADF workforce. As those processes changed and evolved, the Division faced a persistent challenge: how do you help thousands of sailors, soldiers, and aviators and their commanders genuinely understand multi-step, policy-heavy processes without relying on the lengthy documents?