For its 10th anniversary, TEDx wanted to do more than celebrate a milestone. It wanted to spark a city.

North built the identity around the power of the X, turning an iconic symbol into a bold expression of curiosity, openness and possibility. The system extended from stage to street, creating a distinctive anniversary campaign that celebrated ideas and the people behind them.

The result was a confident, flexible identity that honoured ten years of TEDx while looking firmly towards the next ten.

I prefer the second version. It feels less like a project summary and more like a story, which aligns well with the direction of the rest of the portfolio.