TED 2023: Possibility

Role: Art Director, Brand Creative
Team: Mike Femia, Casey Walter, Nancy Hu, Sarah Lee, Sarah Jane Souther, Diana Pietrzak, Elizabeth Zeeuw, Gilberto Tadday, Bret Hartman, Mina Sabet, Martha Estafanos, Gordon Cochran, Chris Milani, Tim Choy

The 2023 conference was developed during a pivotal moment when major AI platforms, such as ChatGPT and Midjourney, were being released. It marked the true beginning of a new era in human history, evoking a profound sense of potential and wonder. The conference theme aimed to capture this spirit and embrace the limitless possibilities it entailed. As Art Director, I lead all aspects of design development and implementation, ranging from initial concepting and stakeholder presentations to marketing, signage, print, animation, and digital design.

Our collective effort focused on amplifying the sensations of creativity, joy, and playfulness within the conference's identity. To achieve this, we crafted a typographic system that merged IBM Plex with Tiempos, resulting in a visually and tonally harmonious blend of science and humanity. And we devised a dynamic and adaptable illustration style that conveyed the boundless potential of "infinite possibilities."

The culmination of our dedicated efforts yielded a beautiful and highly adaptable system, which resonated with attendees who many proclaimed the event to be the “best TED yet."

Using the standalone asset as an opportunity to create something special, we crafted a distinctive visual theme that amplified the conference identity. We adapted our brand illustrations and type system and utilized fluorescent colors and embossing to bring the identity to life in a unique way. The result was a beautiful keepsake — an object for attendees to draw inspiration from, write notes, and save as a memento. (2,000 printed)

Alongside environmental graphics, marketing, and animation direction, the TED Brand Creative team produced a printed guidebook outlining all of the conference events, speakers, and information. Working with multiple teams and stakeholders, I oversaw the entire process from design to production.

TED 2022: A New Era

At the time this conference commenced, Russia had just invaded Ukraine, and the world was years-deep into the Covid epidemic. The theme “A New Era” was meant to look past the immediate headlines and dive deeper into every area — medicine, AI, business, scientific discovery, cultural innovation, and geopolitics. Yes, there would still be plenty to worry about. But by listening to the radical thinkers brought to the TED stage, we could all feel inspired anew, and help carry the work forward.

I led the team in developing the identity for this theme. We built our system around a few core elements — vibrant, fantastical illustrations (created in-house) and the typeface Gosha. The contrast results in visual system that feels playfully futuristic, bold, and inviting — capturing the theme’s spirit: a lush garden of our possible future, where technology and nature harmonize. The system’s simplicity, laid out in the identity style-guide, empowered other teams to easily align. Yet its flexibility allowed for a variety of treatments and executions that helped create an environment that felt both cohesive, and intricate. We had a lot of fun creating the countless assets and materials needed to make this event happen.