TED 2023: Possibility

The 2023 TED Conference was developed at a pivotal moment—just as major AI platforms like ChatGPT and Midjourney were emerging—ushering in a new era of possibility and wonder. The theme embraced this spirit, celebrating creativity and the boundless potential of a world transformed by AI.

As Art Director, I led all aspects of the visual identity—from concept development and stakeholder presentations to marketing, signage, print, animation, and digital design. Our identity merged IBM Plex and Tiempos to reflect a balance of science and humanity, and featured a flexible illustration system designed to evoke joy, creativity, and infinite possibility. The result was a vibrant, resonant experience—praised by many as the “best TED yet.”

Role: Art Director, Brand Creative
Team: Mike Femia, Casey Walter, Nancy Hu, Sarah Lee, Sarah Jane Souther, Diana Pietrzak, Elizabeth Zeeuw, Gilberto Tadday, Bret Hartman, Mina Sabet, Martha Estafanos, Gordon Cochran, Chris Milani, Tim Choy

Using the standalone asset as an opportunity to create something special, we crafted a distinctive visual theme that amplified the conference identity. We adapted our brand illustrations and type system and utilized fluorescent colors and embossing to bring the identity to life in a unique way. The result was a beautiful keepsake — an object for attendees to draw inspiration from, write notes, and save as a memento. (2,000 printed)

Alongside environmental graphics, marketing, and animation direction, the TED Brand Creative team produced a printed guidebook outlining all of the conference events, speakers, and information. Working with multiple teams and stakeholders, I oversaw the entire process from design to production.

TED 2022: A New Era

When TED 2022 began, Russia had just invaded Ukraine and the world was still deep in the COVID pandemic. The theme—“A New Era”—looked beyond the headlines to explore what’s emerging in medicine, AI, business, science, culture, and geopolitics. Despite global uncertainty, the event invited optimism through radical ideas and visionary thinking.

I led the development of the event identity, building a system around vibrant, in-house illustrations and the typeface Gosha. The contrast created a bold, playful, and futuristic visual language—evoking a lush garden of possibility where technology and nature coexist. Designed for clarity and flexibility, the system empowered teams across TED to create aligned, expressive materials. It was a joy to bring it all to life.