For its 2021 customer event, Amplitude refocused its annual product and growth industry event to align with its recently launched category. I was selected to build its visual identity and own the art direction across all touchpoints.
Visual identity
Design system
Illustration
Web design
Motion/Animation direction
The summit was the second of three major marketing moments of 2021 intended to build awareness for Amplitude's direct listing.
During our first virtual conference the previous year, we learned what went well and what could be better.
Supporting the recently launched category, Digital Optimization, leadership pivoted the branding of the event.
Scheduling the event between the category launch and direct listing meant resources were spread thin.
Geometric building blocks allowed us to tell the story of optimization through changes in shape and color.
Leveraging ON24 instead of building a custom experience simplified our operations.
After exploring 3 visual directions, I spent a week developing out the greater design system that would eventually span the entire event.
Design System
Starting with basic geometric building blocks, each shape represented a digital product in the process of being optimized at scale. Used as interstitials and title cards, it produced a retro-modern feel that fit the event's theme of disrupting old businesses with cutting edge product strategies.
Design System
We added motion to a gradient from the corporate design system to help build a point of continuity with the greater Amplitude brand. Applied to initial communications during the attendee experience, it represents Amplitude's three products and the colors used to delineate them.
