TedxSFU Conference
January 2022 - December 2022
Creating campaigns and digital/physical assets promoting the annual TEDxSFU Reflection conference 2022.
Team
Tu and Chris
Tools
Figma, Lightroom, AfterEffects, Photoshop, InDesign
Role
Visual Designer, Photographer, and Digital Marketer
Contribution
Co-developed the art direction, social media campaigns, and digital/physical assets to promote the conference on social media and on-site.
Event
TedxSFU Conference: Reflection
TEDxSFU is a local, self-organized initiative that embodies the non-profit TED mission of "Ideas Worth Spreading" by bringing the community together for a day of transformative live speakers and curated TED Talks. This year, the event centers on the theme of Reflection, inviting attendees to pause and examine the past to better navigate the complexities of the future.
Conference day photos taken and edited by me.
Art Direction
Visualizing Reflection
This art direction replicates the layered and complex nature of the reflection process, acknowledging that the early stages of reflection are often clouded by ambiguity. Relying heavily on transparency and overlapping visual elements, the design dives deep into internalized thoughts to help the audience achieve clarity. Cutting through this heavy, a scarlet red, designed to highlight hidden hardships and celebrate the courage required to reflect.
Digital Campaign
Social Media & Campaign Strategy
I collaborated with the marketing team to design and execute high-impact digital campaigns across Instagram, LinkedIn, and Facebook to drive ticket sales and conference promotion. Beyond producing the visual assets, I advised on the strategic rollout of key milestones.
Campaign Advisory & Strategy
Shaped the visual direction and rollout for major promotional milestones, including the ticket sales, and recruitment for speakers, coaches, and general ambassadors.
Cross-Platform Visual Design
Applied the Reflection art direction to create a cohesive collection of social media posts and stories, using original photography of the team.
Conference Day
Social Media & Campaign Strategy
I designed a cohesive collection of physical and digital touchpoints to support speakers, guide attendees, and elevate the live event experience from doors-open to post-conference wrap-up.
Print & Digital Assets
Designed program pamphlets, attendee name tags, and event slide decks to ensure a seamless event day flow.
Event Photography & Post Event Content
Captured event photography throughout the day and designed post-conference content on social media.
Reflection
After many months of planning, it was a success!
Being part of the TEDxSFU organizing committee gave me a real look at what it takes to plan a large event. I got to see exactly how all the pieces connect, from the early digital campaigns to the physical items people held on the day of the conference. By working with a multi-disciplinary team meant I could jump between photography, strategy, and design which allowed me to grow as designer and face new challenges everyday. The biggest takeaway for me was learning how to balance our own creative ideas with the strict brand guidelines that TEDx is known for and client needs.
Full team photo at the end of the conference :)