Case Study - TEDxKāpiti

Photography by GetContent


TEDx is a grassroots initiative, created in the spirit of TED’s overall mission to reach around the globe through TEDx events. These events are organised by passionate individuals who seek to uncover new ideas and to share the latest research in their local areas that spark conversations in their communities. TEDx events include live speakers and recorded TED Talks and are organised independently under a free license granted by TED. More than 3000 events are now held annually. Lemonface Creative was brought on board as design lead to create, produce and roll out the materials used in support of and in promotion of TEDxKāpiti, a BIG event for OUR local community.


Every TEDx event is given a theme, and in 2022 Kāpiti and Horowhenua embraced the theme "emerge" for its event. Emerge means to come to light. To move out or away from something and to become apparent, or even prominent. It means new ideas, it invites a distinction from our neighbours in Wellington, and it offers focus for the resilience seen in many areas since COVID changed our lives forever. It’s a simple word, a humble word, but it carries so much diversity and timeliness for our communities. That’s why we were so excited to be involved in bringing this event to life, be embraced and shared across industry, community and culture. Using ‘emerge’ as a key theme our brief was to produce collateral that supported the vision and bring the event to life on the day. No pressure then!



The theme design was inspired by the work of design legend Saul Bass in it's simplicity and raw edges. Icons for ideas, speakers, thought and of course the iconic 'X' were all designed with simple principles in mind. Once we had established a brand kit, it was rolled out to social media and website graphics, sponsorship pitch documents, programmes, lanyards, t-shirt design, and overseeing the creative delivered through props and engagement pieces on the day.


"It takes a village to raise a child" is a proverb that means that an entire community of people must provide for and interact positively with children for those children to experience and grow in a stellar crew of like -minded, passionate, clever people this event would never have seen the light of day. So, we hereby acknowledge the following superstars:

  • Lorraine Hamilton - TedxKāpiti Licensee
  • Marc Hamilton & Gemma Ingliss - Cover Yours
  • Charlotte Tollervey & Natalie Rutene - PomPom Events & Marketing
  • Anna Colville-Smith - ACS Marketing
  • Anna Butterfield - HelpMeNet
  • Jess Deacon - Deacon Rd
  • David Brewerton
  • Eilidh Hamilton - Eilidh Hamilton Tech Services
  • Helen Wall & Karli Mitchell - Get Content
  • Sharn Maree




Well…TEDx hadn’t been done before in our region.

And certainly not in the midst of a pandemic.

There are stringent guidelines to follow if you want to be involved in a TEDx event. When you apply for a license to organise a TEDx event, you’re asked to choose an event type. TEDx event types are exactly what they sound like: different kinds of TEDx events. Every TEDx event follows a very similar format, although different content, rules and audiences apply to each type of event. Our event engaged a wide range of local residents, and showcased a diverse array of talks, not limited to one subject.

When you support the TEDx program, you enable their efforts to empower and grow the global TEDx community of volunteers.

It was daunting from the outset and challenging in its creation. But so very, very rewarding in its conclusion.



The room was full……nearly full. And it was full of people who wanted to be there. They were there to see the speakers who were hand picked to provide an exceptional day. And they certainly did deliver. There was a buzz on arrival, a palpable buzz of anticipation that was in the air. You could feel it. There was a nervous excitement. And it was ELECTRIC. It was overwhelmingly positive AND people (patrons and potential suppliers) were already talking about the NEXT one. Not everything went 100% to plan but that was not to the detriment of the day itself. We learned as a team what went well and what could go better in the future. That’s why we get out of bed, right?

Within 48hrs of the event closing, an attendee survey was sent out to all who joined us on that special day. The survey allowed TEDx organisers to gather candid feedback about the event from the audience. The comments gathered can motivate and inspire teams, help show partners the power of the event, and lead to creative ways to improve subsequent events. All of the scores are then compiled into one result and calculated using the Net Promoter Score system. 

And now the results are in, and we were delighted to receive a Net Promoter Score of 84/100. And to give this score some context, Any NPS score above 0 is "good". Anything above 20 is considered "favourable". Bain & Co, the source of the NPS system, suggests that above 50 is excellent, and above 80 is world class!



"Lemonface Creative was brought on board as design lead to produce and roll out the materials used in support of, and for the promotion of this BIG event for our local community. They were proud and delighted to play such an integral part of TEDxKāpiti.

Thank you Sean and Sarah-Jayne! Your vision and vibe for this event was to be bold and imperfect... in other words, REAL. #nailedit"

Lorraine Hamilton
TEDxKāpiti Licensee