Rethink Canada has been retained by TEDxToronto to develop the look and feel of its upcoming conference. The assignment includes radio and print advertising as well as collateral materials and signage. The event will take place on Oct. 26 and will address the theme of "Alchemy," defined as the process of taking common elements and combining them to make something extraordinary. "We feel really lucky that the multi-award-winning creative team at Rethink loves and believes in TED Talks and TEDxToronto as much as we do," said Jodi Brown, marketing lead for the conference. "Their passion for the event will no doubt inspire the agency's trademark brilliance, helping us effectively and creatively amplify these 'ideas worth spreading' throughout our city."