TED AI
I recently had the privilege of working as a visual designer with TED AI, collaborating with a talented team of designers. This was the second TED AI event, hosted at San Francisco’s Herbst Theater and Shack15. My role was to create a range of marketing assets, including signage, t-shirts, badges, and presentations. Our goal was to respect and preserve the global TED brand while establishing TED AI as a distinct identity. By carefully applying brand guidelines, I crafted assets that showcased TED AI's unique character while maintaining its connection to the well-known TED name.
One of the most challenging tasks in my role was designing the badge, particularly the schedule on the back. Day 2 of the event featured eighteen panels—double the amount from the previous year—which required careful management of limited real estate on the 5.5" x 3.5" badge. Meanwhile, Day 1 included headliner sessions that needed to be highlighted as a priority. To balance these elements, I created a two-column grid layout, placing the four major sessions at the top to give them prominence. I used TED's signature red from the brand color palette to emphasize Day 1 sessions, signaling their importance visually. Helvetica, the brand’s font, was used strategically to establish a clear typographic hierarchy. The final badge schedule design is compact and organized, effectively communicating dense information in a small space.
For the front of the badge, the goal was to include an abstract art background that would complement the TED AI logo without overwhelming it. Using Adobe Firefly, I generated an abstract design in varying shades of red, aligning with TED’s brand color and creating a modern yet understated backdrop for the logo.
Another key marketing asset I designed was the digital Welcome Kiosk. The goal was to create a clean, modern, and functional interface that would make check-in easy and engaging for attendees. The design features a bold color scheme of red, black, and white, giving it a strong visual presence while aligning with TED AI’s branding.
To add a dynamic element while preserving the minimalist look, I incorporated a gradient pattern of circular dots in the background. This visual texture enhances the design without overwhelming the main information. Beneath the brand logo, a welcoming message encourages attendees to scan a QR code or use the “Check In” button, to guide users intuitively toward the primary action.
