Defining a relevant strategy is key to generating impact. But also, communicating the impact created is strategic. We are proud to share our insights after fully developing the new Progress Report for IdeaSquare, the innovation space at CERN. It covers all the key activities of 2024, but also recaps a meaningful journey through a decade of positive impact through experimentation, collaboration, and innovation.
The new IdeaSquare Progress Report created by wonnd has been published! For those who don’t know it, IdeaSquare is the innovation space at CERN, a laboratory inside CERN with the mission of exploring different methods of tackling complex problems, linking science, technology and society.
It’s been a decade of collaboration for us too – across strategic consultancy, research on new educational formats, positioning their work with a new visual identity, and previous editions of the Progress Report, among other more… We accompanied IdeaSquare in their journey of advancing research for innovation knowledge; generating and expanding multidisciplinary collaboration; and inspiring people towards new ways of thinking. When we were asked to take on this special edition, it wasn’t just about producing a publication. It was about capturing the spirit of a place we’ve helped shape, and that has shaped us in return.
At wonnd, we’re used to tackling complexity. And some projects like this demand not just a strategic vision, a clarity of purpose and a very well-defined expected outcome, they need a deep understanding. Our challenge? To craft a strategic communication tool that could convincingly articulate the impact IdeaSquare has had, and why it must continue to grow within CERN and the evolving European ecosystem.
In the following, we will share our reflections and main learnings from this 360º communication development experience: starting with the strategy definition, and continuing with our research and interviews, content generation and design.
Everyone talks about the concept of impact. What is this about? And how do we measure it?
We began by identifying the real communication goal: this report needed to go beyond memory – it had to persuade. It had to show why IdeaSquare is not only worth preserving, but worth investing in. Once we agreed that communicating 10 years of impact was the priority of the publication, we had to define which were the key KPIs to communicate it.
The same message is addressed to many different audiences
We say “impact”, but… What does this word mean for European Commission decision-makers? What does the CERN management expect? What do CERN member states expect in terms of impact from their contributions? How does this concept resonate with the leading educational institutions worldwide that collaborate with IdeaSquare?
Understanding our diverse audiences in depth is crucial for establishing a connection with them. We needed to work on multiple layers of content simultaneously to tailor specific messages for each audience.
Turning insight into Advocacy
To do that, we focused on what always brings impact to life: the voices of those who’ve experienced it firsthand. Through interviews with member-state delegates, CEOs, scientists, team members, university faculty, and students, we collected personal accounts that revealed just how transformative IdeaSquare has been.
From shifting mindsets in executive leadership to enabling new research directions, to reshaping how universities teach innovation – these stories didn’t just reflect the past, they built a compelling case for the future.
We wove these narratives into a cohesive editorial and visual strategy, working across disciplines to create a report that feels both authentic and purposeful, positioned to enhance visibility, foster internal advocacy, and promote external engagement.
Why it matters
At wonnd, when we tackle this type of project, we don’t just put strategy and creativity together to produce content; we help organisations like IdeaSquare tell the right story at the right time, with the clarity and strength needed to advance ideas to the appropriate audiences. In times of change, these narratives are essential—not only to preserve effective initiatives but also to amplify them.
We are proud to have contributed to shaping this milestone publication and even prouder to be part of a larger effort: ensuring that the future of innovation at CERN includes spaces like IdeaSquare.
To the entire IdeaSquare community: thank you for letting us be part of your story.
