TEDx Heidelberg 2018

2018
Art-Direction

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TED Talks video and live speakers combine to spark deep discussion and connection. These local, self-organized events are branded TEDx, where x = independently organized TED event.
Alexandra Bald TEDX Heidelberg
Alexandra Bald TEDX
2018´s main event by TEDx Heidelberg was all about Hidden Treasures. There are two kinds of hidden treasures, the mundane ones which we seem to oversee due to their routine occurrence in our daily lives. Such is the case with drinkable water. It is a basic necessity and yet unlike our easily accessible tap water there are people who do not have this privilege and place a high value on it.
TEDx Graphic Design
Program TEDx
Program TEDx

The other kind of treasure is one which isn’t in plain sight. It is limitless
ranging from the microscopic organelles, to long lost manuscripts, to
the caves that have yet to be discovered, to the depths of the ocean and
what resides below.

For the overall design concept I tried to take the audience on a visual treasure hunt to Heidelberg. The city’s map with prominent details like the river Neckar is combined with dynamic shapes that hide and highlight the classic TED type at the same time. The program is designed like a treasure map – with speakers and performance acts as stations on the hunters path.