TEDX Melbourne: The Great Unknown
- Your Creative
- TEDx Melbourne
Our brief for the 2018 TEDxMelbourne conference brand identity was to communicate a change in direction, style and venue.
The concept is informed by defining the duality of past and future. We encapture what do we do know – We have each other. We know we matter. We have a reason to talk. We have power in numbers. And communicating the beauty, not the fear, in what we are yet to know – There is beauty in the Unknown.
Within an engagement period of eight weeks, we delivered a brand video, a social media campaign, a suite of A0 posters, a marketing website, an event microsite, all designed to induce self-reflection and introduce the new TEDx Melbourne structure.
This change to a grudgier, more intimate event is partly due to previous attendees feedback, and partly to a changing social climate in which TED talks globally are becoming less about awing the audience and more about engaging audiences to solve world problems. Communicating this change through a campaign with a very clear marketing objective – to sell tickets – was both challenging and rewarding.
The new identity, providing a point of differentiation from previous years, had great impact and results were immediate with rapid ticket sales for the 2018 event.