TEDx Event branding "Reimagine"

2022

Context:
I led the branding for the TEDx Event "Reimagine," creating a cohesive visual identity that reflected TEDx's global mission while resonating with Morelia's local culture. The branding was applied across multiple platforms, receiving positive feedback for its alignment with the event's theme and vibrant, dynamic nature.

Objective:
The challenge was to create a cohesive, impactful branding that reflected TEDx’s global identity while resonating with the local culture and values of Morelia.

Role:
As the Lead Designer, I worked closely with the TEDxMorelia team to conceptualize and execute the visual branding across multiple platforms, including event signage, merchandise, social media, and digital assets. My role spanned from initial ideation to final execution.

Process:
The creative process began with research into TEDx’s global identity and the theme of "reimagining." I developed several rough sketches and mood boards that reflected the transformative power of ideas. Colorful clouds, eyes, and butterflies became key elements representing ideas, vision, and transformation. The choice of bold, dynamic typography maintained readability while supporting the energetic theme. Each design element was tested for its adaptability across multiple mediums, ensuring consistency throughout.

More about the concept and inspiration:
This project was a unique opportunity to bring a fresh, local perspective to a global brand like TEDx. I aimed to capture the spirit of TEDx’s mission—fostering curiosity and the exchange of transformative ideas—while infusing it with a sense of place that felt true to Morelia.

The design process was rooted in answering key conceptual questions: "What color best represents imagination?" and "How can we visually convey the act of reimagining?" The answers led to the creation of colorful clouds symbolizing shared thoughts and ideas that interact and evolve. The inclusion of eyes in the design symbolizes moments of insight—those "eye-opening" ideas that TEDx events are known for. Butterflies, a symbol with deep cultural ties to the region, were used to represent growth and the transformation of ideas, aligning with both the theme of the event and local symbolism.

At the heart of the design was the iconic TEDx "X," which I reimagined as a symbol of the Morelia community. It became more than just a logo; it embodied the region’s ecosystem, where new ideas grow and interact within a unique cultural context.

Outcome:
The final design was rolled out across various platforms, including banners, merchandise, digital media, and social channels, contributing to a cohesive, visually striking event. Feedback from the TEDxMorelia team and event attendees highlighted the alignment between the branding and the theme of "Reimagining Ideas," with many praising its colorful, dynamic nature. The vibrant imagery sparked conversations and perfectly matched the event's forward-thinking atmosphere.