Following a successful partnership in 2014 – with our award-winning work for TEDx HousesofParliament – we were asked to create an identity for the 2016 TEDxLondon 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.
A matter of ingenuity
We wanted a single-minded idea that combined ingenuity, science and talking. Our insight? ‘Matter’. In science, ‘matter’ is ‘stuff’ (‘dark matter’, ‘grey matter’, for example). In life, a ‘matter’ is a ‘topic’ (‘a matter of importance’, ‘a grave matter’). We worked this insight into a simple, clever, flexible campaign: A matter of ingenuity.
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. 650 people came to the event. 3,000 watched the live stream. 3 million engaged on social media.
I am delighted to have Radley Yeldar generously supporting TEDxLondon in such a crucial role. Their creative vision for the event is integral to the success of what we are trying to achieve.
Director of TEDxLondon 2016