Go directly to the source

Because of the role business has had in shaping our world and its huge challenges, The Ideas Worth Teaching Awards focus on changing how future business leaders are educated. The goal is to ensure that they understand how their organizations and their decisions can help create a more inclusive, just, and sustainable society.
Needless to say, a superficial “brand refresh” wouldn’t do justice to the work. Research completed in the fall of 2019 with Ideas Worth Teaching Award winners, advisors, and an internal focus group gave us cred and helped us frame a powerful strategy. The bottom line came down to three words: This. Is. Urgent.

Pay attention

An eye-opening message needs to telegraph its intent. By choosing imagery that references classical themes in a boldly modern way, we were able to convey both the urgency and timelessness of The Ideas Worth Teaching Awards. This new style also underscores how the Awards are related to yet separate from the dignified Aspen Institute master brand.

Listen up

When you have award-winning course creators at your disposal, you want to hear what they have to say. We interviewed professors about their motivations, inspirations, how they developed their course syllabus and what drives their teaching. Our redesign reflected their enthusiasm for the material with exciting imagery that highlighted each stellar course. Plus, to make sure no one misses out on the good stuff, our new web design allowed visitors to easily access interviews by organizing the content into multiple access points.