In order to tackle the identity, event space and program guide for TED2016: Dream, Hybrid Design took inspiration from the conference’s mission to shed the stigma we associate with dreams as being unrealistic, with no place in serious endeavors, and instead embrace the potential that dreams have to positively impact the world’s most pressing issues. In its creative exploration, the San Francisco–based creative agency became fascinated with the challenge of developing a visual language of dreams that embraced its contradictory nature. Seeing TED2016 as both command and process, Hybrid ultimately decided to express dreams in concrete terms: solid, impactful and loaded with potential. The chosen combination of massive, bold typography and an electrified, fluorescent blue seems to vibrate, as if the identity contains pent-up energy. Hand drawn notes, scribbles and doodles form a more intimate perspective, balancing the rigidity and authority of the typography with an element of process. The final identity reminds attendees that the job of dreaming is never truly done.
To capture viewers’ attention, FCB Lisbon highlights the text in its new print campaign—literally.