What is the Intellectual Edge?

W H AT I S T H E INTELLECTUAL EDGE? C O N C E P T P R O P O S A L PA P E R JPMET | THE FORGE 27 M A R C H 2020

Produced by the Future Learning Innovation Hub

W H AT I S T H E INTELLECTUAL EDGE? THE BRIEF Title:

WHAT IS THE INTELLECTUAL EDGE? aka #intellectualedge

When:

Key deadline - 22 May 2020

Where:

The Forge (theforge.defence.gov.au)

Background:

“The concept of an Intellectual Edge has been written about in other fora and publications, not the least the Australian Defence College’s publication The Australian Joint Professional Military Education Continuum. The JPME Continuum identifies the need to establish an intellectual edge as an essential requirement to generate an advantage over any future adversary. The concept of an intellectual edge provides a very useful lodestar for professional development, but this series invites contributors to refine, strengthen and deepen its definition to build greater measurability of what an intellectual edge is – and therefore what it can be in the future” (What is the Intellectual Edge? Barrett, 2020).

Desired end-state:

“As the Australian Defence College team work to continue to evolve, evaluate and implement the JPME Continuum, the insight and analysis that contributors make to this series will form a critical resource for what the ‘JPME Continuum 2.0’ will look like” (Barrett, 2020).

ADC’s innovative online external-facing JPME learning portal,- The Forge - is the key

communication channel earmarked to feature the contributions to the aforementioned discourse.

Though contributions are likely to be predominantly written articles, The Forge

can accept and publish digital content such as audio, video and visual responses.

Task Requirements: Develop a holistic brand concept and visual identity for the ‘intellectual edge’

conversation inclusive of analogue (e.g. flyers, posters, merchandise etc.) and

digital requirements/channels (e.g. VDU display, web banners, social media ads etc.).

The ‘intellectual edge’ concept should create, shape and foster a “...collective

understanding of an intellectual edge, how it is defined, structured and measured, and whether it is in fact a ‘thing’, or an admirable and lofty goal” (Barrett, 2020).

Audience:

Primary – ADF (all ranks), academics and national security commentators Secondary – other militaries and interested observers

Influences: Why We Write provides an exemplar for the desired direction of the requirements

for this brief but not limit the potential of this new initiative.

Mood:

Key terms informing the desired end-state include: Accessible / Professional / Fostered intellectualism / Interaction / Conversation / Collaboration / Transaction / Interdependent / Tete-a-tete / Synergistic / Organisational discourse / Inclusive / Connected

Briefed by:

Richard Barrett and Marion Hutton - Tue 10 Mar 20

Tasked to:

Mark Will - ADC Future Learning Innovation Hub

OPTION 1

L E T’S TA L K A BOU T JOI NT PR OF E S S I ONA L MI L I TA R Y E D U CAT I ON

SERIES 1: The ‘intellectual edge’ - what is it and how can we - the ADF - achieve it?

L ET ’S TALK ABOU T JOIN T PROFE SSION AL M ILITARY E DU CATION

SERIES 1: The ‘intellectual edge’ - what is it and how can we - the ADF - achieve it?

#jpme_inconversation #intellectualedge

OPTION 1 Type:

Wordmark/ Ideograph combination

Style: Modern Tone of voice: Accessible Collaborative Transactional Concept:

The ‘in conversation’ concept is designed as an umbrella series published to The Forge. The concept forecasts future JPME-related topics for discussion with stakeholders in the spirit of connectivism.

As illustrated, the Intellectual Edge is earmarked as the first topic of the proposed ‘in conversation’ series.

Benefits:

The ‘in conversation’ concept features an accessible aesthetic familiar to and expected of the 21st century online audience. The concept’s visual short-cut is minimalist, clean, and adaptable across a variety of communication channels.

Risks:

The ‘in conversation’ brand may be confused with http://theconversation.com/au The modern, relaxed style may be at odds with the ADF ‘persona’.

Digital content example for social media distribution. Image for illustration purposes only - can be recreated for context.

OPTION 2

A JPME SERIES WHERE YOU’RE INVITED TO JOIN THE CONVERSATION SERIES 1 The ‘intellectual edge’ - what is it and how can we - the ADF - achieve it?

A JPME SERIES WHERE YOU’RE INVITED TO JOIN THE CONVERSATION SERIES 1 The ‘intellectual edge’ - what is it and how can we - the ADF - achieve it?

#let’stalk_jpme #intellectualedge

OPTION 2 Type:

Wordmark/ Ideograph combination

Style: Modern Tone of voice: Inclusive Conversational Synergetic Concept:

The ‘LET’S TALK’ concept is designed as an umbrella series published to The Forge. The concept forecasts future JPME-related topics for discussion with stakeholders in the spirit of connectivism.

As illustrated, the Intellectual Edge is earmarked as the first topic of the proposed ‘LET’S TALK’ series.

Benefits: The ‘LET’S TALK’ concept features an relaxed, youthful aesthetic tapping into

similar online conversations inviting the audience to participate in the discourse.

The concept’s visual short-cut is minimalist, clean, and adaptable across a variety of communication channels.

Risks:

The ‘LET’S TALK’ brand may conjure aesthetic comparisons to an insurance campaign. The modern, youthful style may be at odds with the ADF ‘persona’.

The ‘intellectual edge’ - what is it and how can we - the ADF - achieve it?

Digital content example for social media distribution. Image for illustration purposes only - can be recreated for context.

OPTION 3

JOINT PROFESSIONAL MILITARY EDUCATION...

WE WANT YOU TO JOIN THE CONVERSATION. TOPIC 1 The ‘INTELLECTUAL EDGE’. What is it and how can we - the ADF - achieve it?

#jpme_connect #intellectualedge

OPTION 3 Type: Wordmark Style:

Classic / Futuristic

Tone of voice: Intellectual Connected Future-focussed Concept: The ‘CONNECT’ concept is designed as an umbrella series published to

The Forge. The concept forecasts future JPME-related topics for discussion with

stakeholders in the spirit of connectivism.

As illustrated, the Intellectual Edge is earmarked as the first topic of the proposed JPME CONNECT SERIES. Benefits:

The ‘CONNECT’ concept features a modern, futuristic aesthetic tapping into ADC’s Sci-Fi initiatives and the audience’s appetite for future-focussed pop-culture.

The concept’s visual short-cut is modern, contemporary, and adaptable across a variety of communication channels.

Risks: The ‘CONNECT’ brand may conjure aesthetic comparisons to NetFlix et al and may

be mistaken as a multi-media product such as a television program. The modern,

contemporary style may be at odds with the ADF ‘persona’.

TOPIC 1 The ‘INTELLECTUAL EDGE’.

What is it and how can we - the ADF - achieve it?

Digital content example for social media distribution. Image for illustration purposes only but ready and available.

NOTES:

NOTES:

Produced by the Future Learning Innovation Hub