In addition to the program guide for TED 2013, Albertson Design also created the nonprofit’s first-ever annual report. This book summarized the entire TED organization and was distributed at the conference.
We worked across all divisions of TED—from TED Global to TED Media to TED Partnerships to TED Fellows to TED-Ed to TED Active to TEDx—and helped them structure their content for the report. We then shifted our primary focus to the report’s art direction and design, with an emphasis on beautiful execution, including a die cut book jacket and embossed cover.
Every year, TED, a nonprofit dedicated to ideas worth spreading, holds a large conference in Long Beach. The event attracts the world’s most fascinating thinkers and doers and challenges them to give the talk of their lives.
Albertson Design was honored to create the program guide for the 2013 event. This guide is more than just a tool for navigating the conference; it’s also a keepsake that commemorates an important and meaningful annual event for attendees.
TED’s 2013 theme, “The Young. The Wise. The Undiscovered.,” grew out of a piece of artwork by artist and illustrator Oliver Jeffers. We drew inspiration from traditional book binding materials and production processes, interactivity, and cartography. We also worked to incorporate the painterly nature of Jeffers’ work, and Jeffers created the lettering for the program guide’s cover and titles.
The annual TED Conference in Long Beach is the crown jewel of the TED organization, a nonprofit dedicated to Ideas Worth Spreading. Conference organizers bring together the world’s most fascinating thinkers and doers, and challenge them to give the talk of their lives (in 18 minutes or less). The accompanying program guide is more than a collection of impressive biographies. It is a communications tool and a design object that has to express the big idea of the conference itself.
Early on, we realized that the event theme, “Full Spectrum” was more than a general indication of the conference content, but also a challenge to the standard TED presentation format and experience. This was where we started our exploration into the design of the program guide: what would the experience of the program guide be like?
We looked at previous years, and heard a lot about what conference attendees love and hate: “They hate small type,” “They love being able to take notes and rate the speakers,” “They love when it lies flat,” “They hate ‘too many’ pages…” We took a lot of notes, and came back with an approach that made inventive use of materials, was interactive and playful, yet highly functional.
The results were the highest-rated ever by the TED community. Here’s a quote: “Of the six years I’ve attended, this was the first time I took a meaningful set of notes, an activity that not only improved my experience of the actual event but that also serves as a great tool for reflection and integration now that the conference is over.”
The TED Fellows program helps world-changing innovators from around the globe become part of the TED community and, with its help, amplify the impact of their remarkable projects and activities. Fellows are drawn from many disciplines that reflect the diversity of TED’s members: technology, entertainment, design, the sciences, the humanities, the arts, NGOs, business and more.
We were commissioned to create a simple, yet elegant memento for the Fellows as a reminder of their association with TED and the TED community.
Learn more about the TED Fellows
Pillsbury is a global full-service law firm with market-leading strengths in the energy, financial services, real estate and technology sectors. Aside from winning cases, law firms must have distinctive recruiting materials to attract the best and brightest law school graduates. Our challenge was to leverage an existing collection of brochures and create a new all-in-one recruiting brochure. The creative solution was a discreet printed digest, each section focusing on a different area of frequently asked questions. “How do I balance work with life at Pillsbury?”; “Does this firm share my interests?”; “After putting myself through law school, what will make Pillsbury the right next step?” Each of these sections were treated with a visual approach, to increase the likelihood that students would engage with the content, and keep the brochure as a design object.
This concept book served as a pre-launch introduction to a new design publication. Released while the first issue was deep in production, it helped create much-needed buzz and advertiser interest, and provided a tangible example of the brand promise.