TEDxChristchurch

  • silver SILVER 2018 BEST AWARDS
  • black Finalist 2018 BEST AWARDS
    Finalist 2018 AGDA Awards

Unplug. Reconnect.

Around the world, TEDx has become synonymous with creativity, education, and innovation. The brand equity is the envy of many, but it comes at a cost for TEDxChristchurch: every year the event must push new boundaries and refresh its image to show it’s as innovative and creative as the people speaking. In 2017, after a massive event  the previous year, the decision was made to strip TEDxChristchurch right back: smaller venue, smaller crowd, and smaller budget. Our challenge was to create an exceptional identity nonetheless.

To celebrate the stripped-back approach, Strategy worked with TEDxChristchurch to develop the theme “Unplug. Reconnect” for the 2017 event. The idea was simple: when we cut out all the noise of the digital world we live in, we get closer to the true essence of what TED is all about — ideas worth spreading from people to people.

To represent the theme, Strategy drew inspiration from the unplugged music scene to create a newspaper programme which worked more like a series of lo-fi band posters rather than a traditional glossy publication. Each poster contained a bold phrase relating to the event, and these were cleverly crafted to be mashed together across the centrefold. As a result, TED’s tagline of “ideas worth spreading” became “ideas worth stealing” in the programme’s folded form, and “we are a tribe” became “we are a cult.”

The work resulted in a sold out event accompanied with an extremely high Net Promoter Score of 80 — meaning 80% of people would actively promote the event to friends. Strategy successfully delivered a visually challenging identity to the established TEDx brand and this helped anchor it as innovation-lead while refreshing its image.

2017 identity
2017 identity 2017 identity 2017 identity 2017 identity 2017 identity 2017 identity 2017 identity 2017 identity 2017 identity 2017 identity
Share this: