The Client: Money20/20
Who They Are: Money20/20 is the premier 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 brand foundation, and luckily it translated rather beautifully. Instead of a date, it became a conversation about what money looks 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 towards a cooler more tech focused blue and teal.
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.
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 user base of 11,000+ attendees.
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