TEDxSingapore: The Undiscovered Country (2015)

Brand Identity

The key visual was designed using 200 Instagram pictures shot in the streets of Singapore taken over the years by The Press Room's Creative Director Kelley Cheng.

TEDxSingapore organised a conference titled, The Undiscovered Country, to celebrate SG50. The key visual utilises 200 photos taken by our founder Kelley Cheng of lesser known corners of Singapore. This collection of photos was uploaded onto her Instagram over a period of years. With these images, we put them together to form the X of TEDx, which served as the key visual for collaterals. With a sponsorship from HP, each programme book was able to have one of the 200 images printed on its cover. There was a total of 5 editions and 1000 copies printed.