Igniting the Spirit of X across Amsterdam. TED is a nonprofit organisation devoted to spreading ideas and building a clearinghouse of free knowledge from the world’s most inspired thinkers. TEDxAmsterdam is independently organised and brings the spirit of TED’s mission of ‘Ideas Worth Spreading’ to the community of Amsterdam. For TEDxAmsterdam’s Tenth Edition, we designed a Brand Campaign System to unite the collateral across every conceivable touchpoint and medium for the event. The Spirit of X, central to the Brand System, was created to be flexible enough to appear where and when it was needed, representing freedom of thought, unrestricted access to ideas and the vast unknown. Its roots are in the city it calls home but it spreads across the world. Its nature is to question, disrupt and challenge. In the year succeeding their Tenth Edition, TEDxAmsterdam made North their official Creative Partner.