Art direction and brand update for the identity and presence of TEDxCambridgeUniversity 2017. My challenge was to visually communicate the following questions that fracture from the conference’s theme JUMPING OFF THE SHOULDERS OF GIANTS Do new ideas always build upon heritage and tradition? Or is breaking free of the paradigm the only way of achieving true innovation? Are we destined to recombine what we already know know or can ideas be truly original? The typographical relationship between Futura and Bodoni is one way which communicates these concepts.