The Scripps National Spelling Bee is a storied and iconic education brand spanning 90 years, involving 25,000 schools and more than 11 million participants each year. Every May, we witness a national phenomenon unlike anything else. We cheer on every participant – celebrating their victories and anguishing in their defeats, one letter at a time.
The Intrinzic team was asked to create a new website and content strategy for the Bee to inspire participation and engagement of all audiences throughout the year.
Learning the stories of Spelling Bee participants – the shared passion and emotion that spreads from the stage to around the world – was incredibly inspiring for our team. We also were inspired by the common beliefs and values that were universally shared across everyone who touched this brand.
The new site celebrates the journey of every participant with powerful, emotive language and images, capturing the drama of the Bee. Visually, each page has delightful details, from flying bees to bouncing type, to give visitors a sense of discovery as they move around the site.
The site also includes user-generated content from parents, educators, sponsors, community and regional bees, so fans can get a front row seat to all parts of the Bee journey.