Strategy Creative unplugs TEDxChristchurch; pulls off innovative design for TED's identity

TEDx_CaseStudy 2 (1).jpgStrategy Creative has won high praise from TEDxChristchurch over the weekend for the innovative design of the event's identity.

TEDxChristchurch was held on Saturday (October 28) at Christ's College to a sell-out crowd of 200 people. Following on from a large event last year, the idea this year was to scale back into something more intimate under the theme "Unplug. Reconnect."
As longtime partners of TEDxChristchurch, Strategy Creative was asked to develop a full event identity, including: programme, posters, event copy, signage, passes, and screen graphics.

Says Kaila Colbin, director, TEDxChristchurch: "We wanted an identity which clearly illustrated that this year's TEDx was all about unplugging from digital noise.

"So the challenge for Strategy was to develop an identity which looked sharp but less clinical than traditional TEDx executions. It had to feel more organic and a touch grungy. What Strategy came up with absolutely blew us away."

To represent the theme, Strategy drew inspiration from the unplugged music scene to create a programme which worked more like a series of lo-fi band posters rather than a traditional glossy publication.

TEDx_CaseStudy 3 (1).jpgSays Chris Flack, design director, Startegy Creative: "I intentionally designed the programme to be deconstructed -- with no staples or binding to keep the pages together -- so it could be reused as a series of stand alone posters.

"In effect, most of the programme is really a series of posters folded together into a booklet form. I wanted to haveTEDx_CaseStudy 1 (1).jpg some fun with the arrangement of words from one poster to the next and mash up the message on each poster."

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 programme was produced by event partners Spectrum Print and BJ Ball Papers.


The Dong said:

GREAT! Can't wait to see it on The Telly!!!!

Leave a comment


A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs