ABOUT

The challenge
TEDx is a TED Talk spin-off. Following a successful partnership in 2014 – with our award-winning work for TEDxHousesofParliament – we were asked to create an identity for a 2016 TEDx event. It was being held at the Science Museum. The theme was ingenuity. The speakers were some of the greatest thinkers and innovators of our time. No pressure.

Our response
A matter of ingenuity is a simple, clever, flexible identity. It plays with the double meaning of ‘matter’ (in science ‘stuff’; in life ‘topic’) to create a campaign that’s ingenious in itself. We used each letter as a thing (a piece of matter) to express the subject in hand – so ‘a matter of time’ ticked like a clock; ‘a matter of gravity’ fell to bottom of the page. And we used smart copy to introduce the speakers – ‘a matter of space’ for Stephen Hawking; ‘No laughing matter’ for Al Murray.
The event was a great success – at the Science Museum and beyond. Tickets sold out in minutes. 500 people came to the event. 3,000 watched the live stream. 3 million engaged on social media.