TEDx 2023 Digital Experience
Institutional website developed to communicate the 2023 edition's theme and present TEDxBeloHorizonte's ESG initiatives.
Customer
TEDx Belo Horizonte
Categories
UI/UX Design
Duration
1 week
My Role
UI/UX Designer
Tools
Figma
Team
UI/UX Designer; Frontend Dev
Translating a concept into a visual experience was more important than simply presenting information.
Context
TED is a nonprofit organization dedicated to spreading "ideas worth sharing". TEDx, in turn, brings together independently organized local events, following this same purpose.
TEDxBeloHorizonte happens annually, and each edition features a theme that guides all the visual identity and event communication. In 2023, the chosen concept was "Start with Uai", an invitation to look at Minas Gerais culture as a starting point for universal reflections.
My challenge was to develop the official page for the 2023 edition, responsible for presenting the event, its speakers, and information for the public, plus an institutional page dedicated to the ESG initiatives promoted by the organization.
The Challenges
The main project challenge was the timeline.
When I was invited to join the team, the new website launch was already behind schedule, and the event would happen in approximately one month. This meant that the entire design process had to be completed in less than a week to avoid jeopardizing event promotion.
Beyond delivery speed, the project demanded translating an essentially abstract concept into a consistent visual experience. The interface needed to communicate the theme "Start with Uai" in a subtle and contemporary way, avoiding literal or caricatured solutions, while preserving TEDx's already established identity.
Another challenge was developing a second page dedicated to the organization's ESG actions, using the same visual language and ensuring consistency across the website's different content.
The Approach
With an extremely tight timeline, I concentrated the design process on activities that would allow for quick understanding of the event context and transform that understanding into an interface ready for development.
Qualified Research
I held meetings with Marketing and Technology teams to understand the edition's objectives, visual identity directions, and technical requirements for implementing the pages.
This alignment allowed us to quickly define information hierarchy, priority content, and the visual approach that would guide the project.
High-Fidelity Prototyping
All pages were developed directly in Figma in high fidelity, allowing us to validate content organization, visual identity, and interface behaviors before implementation.
The Solution
O conceito visual foi desenvolvido para reforçar a identidade da edição "Comece com Uai", utilizando elementos gráficos distribuídos pelas páginas como forma de conectar o usuário ao tema do evento sem comprometer a clareza da navegação.
Para estreitar essa relação com Belo Horizonte, incorporei também na interface a silhueta da Serra do Curral — um dos principais símbolos paisagísticos da cidade —, criando uma referência visualmente reconhecível para o público local.
A linguagem visual buscou equilibrar a identidade global do TEDx com elementos da cultura mineira, construindo uma experiência contemporânea que valorizasse tanto o conteúdo do evento quanto sua conexão com o território onde ele acontece.
Além da página principal da edição de 2023, também foi projetada uma página institucional dedicada às iniciativas de ESG do TEDxBeloHorizonte, organizada de forma a comunicar claramente as ações da organização relacionadas à responsabilidade ambiental, social e de governança.
Results and Learnings
The 2023 Edition page was made available on the website tedxbelohorizonte.com.br during the event promotion period. The ESG page has not yet been published.
