AppDynamics Transform a 4-day virtual and live event
This event united technologists and thought leaders in APM, AI, cloud, and observability.
The theme "Observe What Matters" shifted focus to the customer, aligning AppDynamics' vision of prioritizing business goals. This approach elevated the customer to hero status, no matter their operational level. A new brand extension was developed for various platforms, including the event website, animations, direct mail, social media, and email campaigns.
The results exceeded expectations: 146% of the registration goal, 120% of MQL goals, and coverage in over 80 articles.
Role:
Art Direction of all assets, and creative vendor management
Event Branding
The brand for the event was inspired by "electrons," a dynamic element of the AppDynamics identity derived from the emblem's geometry.
The event's design featured electrons arranged in patterns that shifted based on application and use, symbolizing how AppDynamics adapts to each customer's needs. The color palette emphasized AppDynamics purple and Cisco Blue as the primary colors.
Virtual Event Platform
Leading the art direction with an external vendor, the virtual event platform supported live streaming of keynotes, guest speakers, breakout sessions, application demos, and an exhibit hall with partner booths.
Social
Templates were used for social posts to ensure consistency and efficiency. They accommodated customer quotes, product imagery, and speaker information, allowing for easy updates and maintaining a cohesive visual brand while streamlining content creation.
Direct Mail
To boost registration, a direct mail piece was sent to VPs featuring an invitation to Transform 2021 and a new Apple HomePod as a gift.
Speaker Thank You Gift
To thank the event speakers, a gift box was assembled with favorite items, each supporting different global organizations.
