TEDxLjubljana

A stage for brave new ideas.

Challenge

For the region's first live TEDx event after the pandemic, staying in the comfort zone was not an option. Organizers needed a way to grab attention and break away from the safe, traditional format. They wanted to move to an undiscovered venue that would embody the theme "Courage Prevails" but still feel human.

Solution

I transformed TED's iconic "X" symbol into a flexible design system that scaled online and offline. The shared geometric grids allowed me to consistently design unique hearts that beat for every idea, giving the talks an instantly recognizable visual form. With the precision of the new industrial identity, we transformed an abandoned historic factory into a memorable stage. It not only sold out, but also opened a new chapter for the space that was permanently repurposed as the region's hottest new event venue.

"I enjoyed working with Luka. He was reliable, on time, and professional. I’m happy I offered him the task of our entire TEDx branding, because the results really inspired me."