In early 2020, TEDxTufts, like many other organizations, had to pivot entirely to virtual operations. Our annual conference in April would be online for the first time, compelling us to rethink our approach to audience engagement. With in-person connections no longer an option, we focused on strengthening our social media outreach and enhancing our visual branding to captivate and engage a fully digital audience.

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Our chosen theme, Reboot, reflected the global shift happening during the COVID-19 pandemic—a reinvention of ideas, work practices, and social norms. The world was, in a sense, "rebooting," embracing new perspectives and more holistic views on life.

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In designing the conference branding, we aimed to capture the spirit of resilience and renewal. The theme, Reboot, represented optimism in the face of challenges, embracing the drastic changes that emerged, from the rise of remote work to a renewed emphasis on digital marketing.

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When creating the event logo, I wanted to embody Reboot beyond technology, highlighting the pandemic’s profound impact on society. I sought to convey a sense of interconnectedness and the shared journey of adapting to new realities—a feeling that resonated deeply during a time of isolation and transformation.