TedX Portland Brand Identity
— I worked on a team that created the branding for the first TedX Portland event in 2011. The event’s producers came to us with the theme “crossroads” and thus XRD mark was born.

We wanted to create a special moment when speakers received their invitation for the event. We also wanted to reinforce the concept of using intersecting lines to create a “visual crossroad.” The result was a lenticular-based invitation that created an analog animation as the card is pulled from its outer sleeve. Our main goal throughout this project was to create an experience that went beyond just logo applications. The adaptability and versatility of the lenticular aesthetic we developed allowed us to easily translate it into different mediums ranging from print to interactive and motion design.

TedX Portland Website

— A few of W+K Studio’s digital designers helped us to translate our lenticular aesthetic of the print collateral to the website by using a parallax technique. As the user scrolls down the page, they are able to break apart the XRD logotype in a manner that reflects the treatment and movement of rest of the identity, and it eventually transforms into PDX.