The Client: Money20/20
Who They Are: Money20/20 is the largest global event focused on payments & financial services innovation for connected commerce at the intersection of mobile, retail, marketing services, data & technology. With upwards of 11,000 attendees at the U.S. show each year, the event has since been geo-cloned across several markets.
Skills: Art Direction, Production Design, Print Design, Digital Design, Branding/Identity, App Design, Large Scale Graphics
Enter vision. 20/20 vision became the new principle on which the brand stood, and luckily it translated rather beautifully. Instead of setting a date, it became a conversation about what does money look like? In the past, present, and future.
This repositioning obviously came with a rebrand. After many iterations, the descender on the ‘y’ came down to form the slash between the 20s, and it all fell in place.
In 2015, the color palette received a refresh, to move away from the murky ‘money’ green.
Great care was taken to make sure the lists were properly segmented; that registered attendees were never inundated with “register now!” emails. This also gave us great opportunity to A/B test and fine tune the brand voice.
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The app became the pocket companion of nearly every attendee. It featured schedules, session descriptions, maps, speaker biographies, and just about every other thing an events attendee might require; including a double blind messaging system between users.
The app also became the platform through which post event videos of all the sessions were released.
The most unique aspect of the Money20/20 app was that in 2014 it achieved a 95.2% adoption rate, among 7,500+ attendees, and went even higher in 2015 with a potential user base of 11,000+ attendees.