The client —
TEDx Anogeia was an experiment between a multinational force of extroversion, innovation and brainstorming, and a strong domestic core of culture, art and live collective historic memories. The opposing forces exploded into ideas worth spreading, during a memorable event that took place in the apex of the Mediterranean, in Crete, Greece. To be exact, the event took place in the heart of Mt. Psiloritis, at the open theatre of Saint Yakinthos, a small stone-built church in the village of Anogeia. Speakers across a wide range of disciplines and different parts of the world shared their ideas during a beautiful night under the stars.
The creative concept —
The concept of TEDx Anogeia was based on a story: North and South. Two outstanding civilizations armed with knowledge united their strength to face a battle against darkness and oblivion. The final victory of the powers of good was an inspiration that led all the way up to the top and became a luminous guide for everyone's journey to conquer their top. And that was the motto of the campaign: Light Your Way Up. A modern fairy tale was written based on this story, in a poetic and literary style. Inspired by Greek mythology, the Highlands culture and the current social reality, the design and the lyrics express reflections of timeless universal issues. The lyrics are available after the first video below.
We developed a tailor-made visual language to present the diversity of the event, in a way that the entire communication would be consistent. The deliverables included all the images for the ads, social media idents, animations, print material, conference kit, etc. All the speakers were depicted as portraits, inspired by their actual physical appearance as well as their area of expertise. Following the same concept, we illustrated the locations and other additional elements for the side events. We created a pre-launch campaign that ran for 5 months, using a sentence from the fairy tale each time. We broke the fairy tale down into 5 pieces and one part was presented on all social media each month, before the final release of the last part, the name of the campaign: Light Your Way Up.
Our goal regarding the design identity was to create an outstanding, recognizable and bold campaign, so that we could leave our legacy in the history of the TEDx platform and the participant's collective memory. Our actual competition for this project were the hundreds of TEDx conferences across the globe and our challenge was to make a difference on this scale.
