TEDx Event branding "Reflections"

2023

Context:
I created the visual identity for TEDx Morelia 2023, themed Reflejos (Reflections), emphasizing the exchange of ideas through dynamic colors, geometric forms, and reflective typography to foster community connection and insightful dialogue.

Objective:
The goal of this project was to create a vibrant, dynamic visual identity for TEDx Morelia 2023, centered around the theme Reflejos (Reflections). The concept aimed to represent the ways in which individuals project and reflect their ideas onto others, fostering connection and insight through shared perspectives.

Role:
I was responsible for the full development of the event’s branding, including the creation of visual assets for both print and digital use. My role involved translating the theme of reflections into a cohesive visual language that resonated with TEDx’s spirit of innovation, community, and shared ideas.

Solution:
The visual concept draws inspiration from the physics of light and reflection, using bright, dynamic colors and holographic, metallic tones to evoke the effects of light projection and refraction. The use of geometric and curved shapes symbolizes the overlap and interaction of ideas, emphasizing how perspectives intertwine within a harmonious system.

Typography played a key role in reinforcing the concept. Letters were designed to reflect, fragment, and break apart, symbolizing the multiplicity of viewpoints that contribute to each reflection. The interplay of light and shadow further highlighted this idea, demonstrating how shifting angles can reveal different facets of the same concept.

The colors and forms were carefully blended to create a sense of fluidity, movement, and energy, aligning with TEDx’s mission to bring ideas to life and encourage thought-provoking dialogue. The abstract shapes and vibrant palette were chosen to inspire introspection, inviting viewers to reflect on their own ideas and how they resonate with others.

The branding was implemented across various digital and print platforms, including billboards, cinema screens, event day kits, staff and organizer t-shirts, and other materials. This ensured a consistent visual experience both in physical spaces and online, effectively reinforcing the theme of reflections in all touchpoints of the event.

Outcome:
The Reflejos branding successfully captured the essence of TEDx Morelia 2023 by visually representing the exchange of ideas and perspectives. The holographic tones, dynamic shapes, and reflective typography created a striking, engaging atmosphere for the event, reinforcing the theme of interconnectedness and personal projection. The cohesive visual identity helped elevate the event’s impact, inviting attendees to reflect, connect, and share within the TEDx community.

Credits:

Animation: Andrea Tejeda
Branding: Mariana Fraga