When designing the identity for the 2021 TEDxSquareMile event, it was important to convey a sense of hope and innovation, while centering the very recognisable TEDx brand. Based around the theme LIMIT/LESS, the event was to take place online this year due to the pandemic, so the online visuals were integral to the campaign.
The client decided to split the word into its two components LIMIT and LESS, divided by a slash to convey the rebellious nature of the theme. This gave the word itself a more active role in the design, but it’s the slash that became the focus of the visual identity.
I created nine different slashes that each reflect the theme, drawing inspiration from M.C. Escher’s impossible figures. The wide range of social media assets I crafted, combined with the overall look and feel of the streamed event, form a cohesive and recognisable language for the target audience to engage with.
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