Intelligence Squared
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A new home for intelligent debate

Intelligence Squared

In the company of some of the world’s sharpest minds, Intelligence Squared encourages and inspires new thinking across politics, technology, science and arts – live and online. We evolved the brand’s digital presence, including a fresh new site, to help it become the home of intelligent debate. Visit website
  • User experience
  • Content strategy
  • Digital design
  • Brand identity
The need to adapt
With a growing reputation in the corridors of power, Intelligence Squared needed a complete site overhaul to move its business forward. Our challenge was to create a premier forum for debate, peppered with progressive and provocative content, that could transition the site from a ticketing portal to the facilitator of world-shaping conversations.
These debates really make a contribution to the life of the nation. The ripples move out, the ideas in the debate spread into radio and the newspapers.”
The Observer
A patchwork of opinion
Creating a dynamic user experience and content strategy was essential, so we developed a new system to make navigation more intuitive and allow the site to house any form of content – from written articles to videos, podcasts to curated lists. The system creates a patchwork of opinion between contributors, allowing the brand to host multiple debates across a variety of topics.
A patchwork of opinion
Smart, simple and seamless
Alongside the addition of compelling content, the site needed to function more effectively as a sales channel. We designed the UX to make the process of choosing and buying event tickets as simple and seamless as possible – helping customers purchase exactly what they want without hassle, while giving the brand the best possible chance of conversation.
Smart, simple and seamless
An elegant design system
To complement the intelligent content, we evolved the existing word mark and brand identity to create a new, elegant design language. Inspired by high-end editorial design, we injected gravitas and authority into the brand by introducing a smart yet classic typeface, alongside a bold but balanced colour system.
An elegant design system
Closer to the topic
The brand needed to bring its audience closer to the action, so we developed a more considered photography style that showcased contributor’s expressions, as well as the subtle details you’d only normally notice if you were in the same room as them.
Closer to the topic
Photography by Claire Pepper, Tim Bowditch & Natasha Alipour-Faridani
Debate for every channel
To encourage people to continue the debate we developed a communications toolkit, including polls and framing devices for highlighting key data and quotes, across the new site and social channels. We also ensured the new design language suitably flexed to physical as well as digital assets, and at a variety of scales, to ensure it stayed coherent across every channel.
Debate for every channel
Helping Intelligence Squared thrive
Output’s work has given our brand fresh energy and that’s greatly improved our ability to reach – and inform – our customers and clients. Collaborative at every step, the Output team was a pleasure to work with.”
Matt McAllester
Managing Director, Intelligence Squared