We are showing you content specific to


10 Years of ideas worth sharing

5,000+ delegates, 7 campaigns, 2 cities, 1 agency. TEDx has a well earned reputation for hosting thought-provoking events for passionate thinkers. They approached Strategy in 2015 in need of a creative partner that could push the brand further. We were more than happy to take on the challenge.

Each year TEDx is built around a theme which influences the entire event experience including the speakers, performers and activities. Working under the umbrella TED brand, we needed to develop an agile design solution that could adapt to the unique theme for each season.

Any idea worth spreading starts with a curious thought. A provocative question that can’t be ignored. Drawing on this innate human need to seek answers, we developed a suite of distinct, yet cohesive promotional campaigns built around a defining curious question.

We used provocations to push the thinking further. With each new question, we developed new responses. They impacted our use of language, graphics and media. They led to experimental forms of communication and game changing collaborations. But most importantly, they made people stop, think and engage with the TEDx message.

TEDx Tūrangawaewae

What does it mean to celebrate tūrangawaewae? Through exploring this idea, we collaborated with artist, Morgan Mathews-Hale, to create a flag motif to rally behind - celebrating Ngāi Tūāhuriri values and creating a space where people felt they could belong.

Unplug. Reconnect. 

What does it mean to unplug and reconnect? Untethering from our computers, we employed grungy, deconstructed graphics and pithy messages to create a campaign worth reading.

“The challenge for Strategy was to develop an identity which looked sharp but less clinical than traditional TEDx executions. It had to feel more organic and a touch grungy. What Strategy came up with absolutely blew us away.”

— Kaila Colbin, Director, TEDxChristchurch

The campfire

How does it feel to share campfire stories? Intimate? Exciting? Surprising? We used typography, glow-in-the-dark typography and warm gradients to set the mood.

A unique perspective

What makes you think, rethink and unthink what you know? This line of questioning led to an identity system that confronts and surprises you with unexpected ways of looking at things.

Trust us

Can secrecy build trust? We turned the conference into an unfolding mystery. Attendees were kept in the dark about the speakers, venue and programme throughout the process, building anticipation, engagement, and trust.

360° of ideas

How are new ideas formed? For us, it’s when old ideas collide together, so we used 1000 exploding ping-pong balls as a metaphor for the generation of ideas worth spreading.