TED Games

TED set out to expand its brand into interactive entertainment—launching TED Games to spark curiosity through intellectually stimulating play for a global audience.

As Design Director, I led the development of the TED Games brand identity, crafting a system that stands out in the gaming space while remaining unmistakably TED. I helped guide the art, UX, and overall design vision for our first two games—The Purring Test and Letter Brew—collaborating with TED’s puzzle master Alex Rosenthal and providing creative feedback to our external studio.

Role: Design Director
Work: Brand identity / Game art + UX direction / Digital experience design
TED Team: Robert Spica, Alex Rosenthal, Bret Sorkness, Mike Femia, Casey Walter, Sarah Jane Souther, Derek Flynn, Diana Pietrzak
Partner studios: A Hundred Years Design Studio, Frosty Pop

In parallel, TED partnered with Netflix to launch TED Tumblewords. I served as a key internal stakeholder for our partner studio Frosty Pop—ensuring the experience aligned with TED’s broader strategy. I provided direction on marketing assets and helped integrate Tumblewords into the TED Games homepage, which I also helped design to drive engagement across platforms.