for
One Decision
The global intelligence platform founded by the former chief of MI6
Services
Strategy, Design, Language
Team
Motion by Maisie McDonald
The one to watch
One Decision equips leaders with the facts and analysis required to make choices that shape a freer, more peaceful, and prosperous world. Founded as a wildly successful podcast by the former chief of British intelligence, Sir Richard Dearlove, One Decision was poised to expand into a full-scale media outlet with editorial content, multimedia formats, and events at diplomatic functions like the NATO Summit. Abbreviated Projects accepted the mission to define a new brand strategy, identity, and messaging system for the growing publication.
For moments of truth
To counter the polarization, misinformation, and fragmented media that hinder human progress, One Decision fosters a shared sense of reality as the foundation of our shared humanity. Serving decision-makers in fields like diplomacy, economics, and defense, the new strategy positions One Decision as a global intelligence platform delivering “moments of truth” in every interaction.
Experts in extreme neutrality
In an age of partisanship, neutrality is radical. The new One Decision identity system is anchored in simplicity, visual balance, and editorial restraint, mirroring the platform’s ethos of unembellished truth through striking, engaging formats.
Agents of change
The true power of the One Decision brand emerges from the careful combination of elements: type, color, illustration, graphics, and more. To organize a high output of multimedia content, we designed an iconography system that tags stories by subject, adapting the “split one” of the logo to unify the platform.
The truth is sensational enough
Kinetic typography plays a prominent role in the new One Decision identity. Suggesting that the truth is elusive and ever-evolving, we made words move across the screen and page, supplying the One Decision team with a library of messages that introduce the new brand concept to new and existing audiences.
The room where it happens
The new brand has been deployed across One Decision’s site, suite of podcasts, and event materials, making appearances at events in centers of power like Washington, D.C. and The Hague. From logo to typography, color to motion, every element is designed to pull audiences into the high-stakes environments where world-shaping decisions are made.