Money 20/20

In the beginning of 2019, Plaid was ready to expand to Europe. To build our brand presence in a new market, we wanted to make a big splash at Money20/20 in Amsterdam (one of the biggest events in fintech).

Role

As the lead designer, I had to get multiple stakeholders aligned on our criteria, explore concepts, collect feedback, and coordinate closely with vendors who were on the ground in Amsterdam to ensure the buildout met our quality standards.

Brand

Create a memorable, elevated experience, reflecting Plaid’s commitment to developing premium products and experiences.

Marketing

Essentially, to generate leads “without feeling like a lead gen event” by creating buzz and allowing people to learn about Plaid.

Design

Translate our new (at the time) visual identity into three dimensions. Then, use this to establish a reusable event toolkit.

Concept 1: The future of fintech is bright

I went back to our brand personality traits (Bright, Aware, Tenacious, Supportive) as my guides. One concept focused on using unexpected splashes of color and three-dimensional building blocks to feel inspiring and imply interactivity.

Concept 2: We’re the partners that’ll support you

The second concept was meant to feel much more inviting and supportive by using greenery to imply growth, warm materials like wood and leather, and cozier lounging areas for easy conversations.

Where we ended up was (you guessed it!) a combination of the two.

Art direction and production

Over the course two months, I worked closely with our fabricator in Amsterdam to get the details right. They provided 3D renderings while I provided feedback and adjustments on a weekly basis.