TEDxBeaconStreet

A website redesign for TEDxBeaconStreet reimagined the platform as a place where curious minds can gather to learn, explore, grow, and challenge how they see the world, all by simply selecting a desired feeling or insight on the homepage.

Role

Design
Art Direction
Web Design

Objective

TEDxBeaconStreet needed a new website that better connects audiences with its rich library of video content.

Approach

Rather than relying on traditional category browsing, which rarely inspires exploration, we organized talks using unconventional tags based on mood and how viewers want to feel. Our insight was simple: content discovery should feel like asking a friend who just gets what you need right now.

Content-Driven Creative

The UX approach to curating videos shaped the broader creative direction. We kept the copy and design elements minimal, using short words and phrases paired with video stills and photography from past events. The goal was to let the captured energy of the talks draw the audience in.

Event Extension

The “Inspired Me” concept extended beyond the website into the live event experience. Staff members personalized their badges by adding their own mood or inspiration, encouraging individuality and sparking conversations across the team.

Resut

The website refresh transformed passive browsing into active discovery, increasing average session duration by around 20%. The new category system and editorial curation also gave TEDx editors a more flexible way to organize and surface talks from the content library.

Team

CD: Sam Pitino

ACD/Copywriter: Jess Tardy
Web Developer: Daniel Quinn