The Closer to Truth Website

CompanyBehavior Design
Lead DesignerJeff Piazza
ClientJeff Piazza
Project LinkView
Prize(s)Honorable Mention
Entry Description

"Journey for Answers
Behavior created an online destination for the public
television series that explores fundamental issues of
universe, brain/mind, religion, meaning and purpose
through intimate, candid conversations with leading
scientists, philosophers, scholars, and theologians. The site
leverages a myriad of video content from an archive of over
2000 video interview clips and TV programs. Behavior was
tasked with facilitating entry points and deep engagement
for newbies, the intellectually curious and the scholarly

Many questions, many paths
The two primary ways for users to navigate content: a user
may elect to navigate via the top-level navigation and
choose by topic or by contributor. This follows a logical
route to information within categories that are cross-
referenced for lateral movement between topics.

Surfacing deep content
As an alternative means of navigation, Behavior’s strategy
to surface deeper content was to leverage the format of the
television program where each episode is framed around a
question. Behavior applied the idea to the taxonomy and
grouped different kinds of content in a web-like structure
that contained full episodes, subtopics videos and
contributor interviews together to expose the many facets to
a particular theme.

Movement and the message
One of the key hallmarks of the design is the use of video.
Behavior used the elegant and beautiful cinematography
employed by the series, applying video as a background
movement texture as a prompt to watch the full video.
Environments from the series that subtly move are used as
backdrops to present the topics and visually brand sections.
Movement is also encouraged through the display of a
unique topical navigation."


Behavior is an award-winning New York City based interactive design studio founded in 2001. Our contingent is comprised of seasoned veterans representing information architecture, branding, interface design, and design technologies. Behavior’s mission is to develop best-of-breed, intuitive, interactive solutions that educate, inform and entertain–always with a focus on the end user–no matter the challenge. We strive to create innovative and elegant interactive systems for our clients and partners. Our leadership works directly with clients and tailors the process to meet the precise needs of each project.