Transform 2020: Elevating Performance Monitoring
Transform 2020 is AppDynamics' virtual conference, streamed live from San Francisco to a global audience. It unites technologists from leading AI, cloud, and machine learning companies to explore the future of Cisco AppDynamics and performance monitoring.
The theme, "Reimagine what's possible," highlights the importance of application health for a flawless customer experience. A new brand extension was implemented across the event stage, signage, animations, and the virtual event website.
The event saw a 63% year-over-year (y/y) growth in registrations and a 36% y/y increase in the registered pipeline.
Role:
Art direction, design, and vendor management
Event Branding
A re-imagined use of the brand was created for the event based off the “electrons.” The electrons are a dynamic component of the AppDynamics identity and are derived from the geometry of the emblem.
The event "look" utilized these electrons that were formed into small groups creating a pattern, the series of patterns shifted depending on the application and use. This is a nod to how the AppDynamics solution adapts and changes for each customers needs. In addition to the use of the electrons, the color palette of the pattern highlighted AppDynamics purple and Cisco Blue as the primary colors.
Event Stage and Directional Signage
The event branding was utilized on the stage backdrop, directional signage and pull up banners for breakout sessions and live product demos.
Virtual event website
Working with an outside vendor, the virtual event site supported the live streaming of the keynote, multiple application demos, exhibit hall with partner booths and a virtual lounge. The challenge was to relate the live event branding to the virtual event, making it feel as if the two events were seamlessly integrated. Once the live event was over, the site became gated and now is used as “on demand” content.
Social
The social post format needed to be flexible enough to accommodate customer quotes, product imagery and speaker information.
Direct Mail
To increase registration numbers, two direct mail pieces were created and sent to prospects and existing customers. A series of facts were used to emphasize how vulnerable the application environment can be, with the payoff to come to Transform 2020.
A smaller run of dimensional mailers went out to VPs. It included and invitation to Transform 2020 along with a new pair of Apple Airpods as a gift.
Event Swag
The branding was also applied to several additional pieces from water bottles, t-shirts, bags and event badges.
