Advancing global healthcare brands.

TEDxGatewayArch Season Branding

Building a brand for healthcare thought leadership.

From the debut of the X-ray machine to the emergence of our world-class hospitals, St. Louis has always been a national center for healthcare innovation. TEDxGatewayArch invited 2e to develop a brand system that would celebrate the city’s history and provide a platform for topics including cutting-edge autism therapies, the connection of urban planning to community health, and the reduction of gun violence.

The Challenge

Anchored by its inaugural healthcare-focused event, “Healthcare Head-On,” TEDxGatewayArch needed an engaging, ownable brand for its new season deeply rooted in St. Louis’s culture and reputation as a hub for healthcare innovation and thought leadership. Because TEDxGatewayArch takes place in a city built on exploration, shaped by expansion, and cultivated by diversity, we wanted an equally dynamic, inclusive, and impactful brand identity.

Our Approach

Playing on the word “kaleidoscope,” the “Collide of Scopes” brand system visually conveys TEDx’s devotion to connecting people, shifting thought and spotlighting bold points of view. It leans into St. Louis’s geographical, political, and cultural overlapping, and intersects the TEDx brand colors with those of the St. Louis flag to create an inextricable link between the city and the TEDx forum. Custom patterns highlight where disparate walks of life converge, including patterns that imitate brain matter and emergency services logos.

When we were asked to build an interactive piece for the event, we wanted to convey a sense of individual voices coming together to make a larger, better whole. We developed three independent mural stations where people could jot down or draw answers to healthcare-related prompts throughout the event. These murals were incomplete designs that were then made complete by filling in the prompts’ blank spaces – a paint-your-thoughts-by-numbers, so to speak. During the second act of the event, organizers combined the three murals to reveal a larger Gateway Arch mural that audience members had unknowingly helped to create.

The Impact

“We’ve never had a TEDxGatewayArch event sell out before the day of the event. This one did.” —Steve Somers, Executive Director, TEDxGatewayArch

“We loved the use of colors, textures, allusion to the St. Louis flag, confluence [and] the way it works with our logo…Once again, great work on the creative strategy, copy, art, all of it!” —Casey Epley, Marketing Communications Director, TEDxGatewayArch

2e is an agency focused on the advancement of global healthcare brands.

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