Locally organised TEDx Pasadena was seeking branding for their 2018 theme, TRANSFORM. The goal was to develop a concept that would provide both context and background for this year's conference speakers and attendees.

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After a few colour studies and logo comp rounds, I designed a Brand Guide that made suggestions rather than create rules. It was aimed to guide their in-house designer with building website, print collateral, and social media assets in a way that would allow the TEDxPasadena team to expand on the creative rather than be constrained by it.

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Words for the campaign were written by the fabulous Jen Brown at ELKINSBROWN.COM.