branding / identity system • video • layout
art direction • team leadership • client-focused
collaborators: Jess Gordimer & Hannah Oberdorf
art direction • team leadership • client-focused
collaborators: Jess Gordimer & Hannah Oberdorf
I oversaw theme exploration, branding development, motion assets, event collateral, and social media design while collaborating closely with the President and the TEDxPSU leadership team.
My role blended creative direction, team leadership, and hands‑on design execution within the parameters of the TEDx brand and the vision of the conference president.
The 2026 conference theme, “Zeitgeist,” explored the defining spirit of our current moment. The cultural, technological, and emotional forces that shape how we think, create, and move forward.
the spirit of "now"
To interpret the theme “Zeitgeist,” we developed a visual language rooted in immediacy and human presence. We incorporated analog materials like hand‑written Sharpie typography, scanned sticky notes, tape, pushpins, and string. Things that evoke the feeling of ideas being captured in real time. These elements reflect the raw, in‑progress nature of the present moment, mirroring how culture and collective thought form and shift. The identity embraces the spirit of “now” by highlighting the tactile, imperfect traces of thinking as it happens.