We have always taken pride in overseeing the visual identity of TEDx events in our city, considering the significance of the event and the value it brings to the local culture. This was the second year in a row we had been entrusted with this task, with the theme being the concept of "EnergEtica" - a combination of energy and ethics.
TEDxBrescia 2022 aimed to explore a profound shift in our collective approach to energy. Currently, energy is often seen solely as a means for producing material goods and an unlimited resource to support modern lifestyles. This perception has led to negative consequences for the environment, individuals, and social relationships.
With TEDxBrescia 2022, the goal was to embrace a new perspective, one that would change how we perceive and utilise energy. It was not just a coming together of energy producers but a discussion on how personal fulfilment and better social integration can occur through energy. Our challenge was to capture that perspective, embody it, and promote it.
This concept was named 'EnergEtica' - representing an ethical consideration of energy that combines new values and visions for a more sustainable and meaningful future.
The subject matter was intriguing from the outset, primarily due to its profound complexity. The goal of visually representing energy and ethics without succumbing to empty rhetoric was a lengthy and challenging process. Along this journey, we began to consider energy as an action. Something that alters what we see and perceive through its impact.
We drew inspiration from transparent materials, which, like lenses, have the ability to alter both colour and shape of what we observe. This representation of human energy, with its capacity to create and transform, was abstract yet pristine. These substances change the way we perceive the world, not necessarily for better or worse - simply differently.
In our branding project, we aimed to capture this idea of transformation through energy, highlighting the fresh and stimulating outlook on matters relating to ethics and energy that the event was hoping to create.
In crafting our visual identity, we adopted an approach that blends 2D and 3D languages to achieve a transformative brand through a single symbolic element. This symbolic element has become our mascot, the 'X,' serving as a distinctive graphic for TEDx events worldwide.
On the web page the 3D X hovers on the page, capable of distortion and positioning itself between the reader and the underlying message. Not only does the X change form, but also reflects the white and red lights of its surroundings. This approach, combined with a black background, imparts the chromatic qualities that define TED's distinct visual identity.
Furthermore, we emphasised the dual interpretation of the word 'ENERGETICA' by splitting it into two lines, thus highlighting its two distinct meanings: 'ENERG' and 'ETICA'.
The Koper typeface, chosen by us, combines the refined artistry of calligraphy with the raw and rustic essence of woodcut illustrations, drawing inspiration from the captivating Art Nouveau designs crafted by Czech designer Vojtěch Preissig. This typeface has been meticulously crafted with precise straight lines, contributing to its distinctive visual charm. These straight lines, shaping the forms of a classic serif typeface, symbolise the strength of humanity in transformation and the creation of something new.
When Koper is used in smaller sizes, it reveals a classic approach and functional versatility. However, when scaled up to larger sizes, the true magnificence of this font emerges, showcasing its craftsmanship, elegance, and captivating simplicity.
As we had adopted an approach that merged 2D and 3D languages, we needed to extend this concept to teaser videos and presentations through the use of computer graphics. Through these videos, we were able to accentuate the concept of transformation through material and bring the X to life as a captivating and sinuous object, with unpredictable curves and the ability to distort whatever it encounters.
We crafted a presentation video for the event and its speakers, as well as teaser videos and interludes that were projected during the event itself.
For an event, physical materials are required both for promotion and the event itself. We took care of design and prepared images for billboards, roll-up banners, flyers, posters, as well as promotional items like T-shirts and canvas bags.
We managed the artistic direction of the Instagram page and provided the post format for various social media channels. Additionally, we created a presentation template that could be used for all the slides planned for the event.