Challenge and Objective

AppsFlyer's brand design team faced the task of elevating its signature event series, MAMA (Mobile Attribution & Marketing Analytics), to deliver a consistent and impactful brand experience across global markets.

With 15 worldwide events planned for 2024, the challenge was to create an exciting and distinctive brand identity that would captivate marketing technology professionals and set AppsFlyer apart in the crowded conference landscape. A key objective was to generate a strong sense of FOMO among the target audience, making MAMA an unmissable event in the industry calendar.

This new brand needed to be strong and adaptable, capable of being implemented effectively and consistently in different locations, by various marketing teams, and with diverse budgets.

Solution

We reimagined MAMA as "A festival of marketing insights," blending the excitement of a festival with the data-driven world of marketing technology. This innovative approach formed the foundation of the new brand architecture.

To bring this vision to life, we infused the festival theme into every aspect of the event. Here are just a few examples:

Landing Page and Trailer

The event’s landing page was designed to evoke the thrill of a festival, with vibrant visuals and engaging content that drew visitors in. Additionally, we produced an energetic trailer with upbeat music, designed to create a sense of FOMO and encourage the industry to participate.

Lint to the live page: https://mama.appsflyer.com/

Badges

Instead of traditional lanyards, we gave our guests festival-style bracelets, similar to those worn at music festivals.

Spotlight on Speakers: Festival Headliners

We designed the social media images of our speakers to present them as headline performers at our festival of insights. The dynamic visuals positioned these industry experts as main acts, generating excitement and highlighting the top-tier content attendees could expect at MAMA.

Giveaways, signage and additional elements

Even the more traditional event materials were infused with this vibrant spirit. Tote bags and t-shirts featured bold, festival-inspired graphics that attendees would be proud to wear long after the event. Event signage and presentation templates were designed with dynamic colors and typography, ensuring that every touchpoint reinforced the festival atmosphere.

Stage and Space Design

The event's stages and overall space design were crafted to enhance the festival-like extravaganza. The main stages in all events resembled a festival concert venue, complete with dynamic lighting and visual effects, making every presentation feel like a headline performance. The venue layouts ware designed to encourage mingling and networking, with open spaces, lounge areas, and interactive zones that fostered connections in a lively, festival-like environment.

By integrating these elements, we transformed MAMA into an event that was not just informative but truly exhilarating, setting a new benchmark for industry conferences and solidifying AppsFlyer's position as a leader in event innovation.

Credits

Thanks to Anupam Kumar for the incredible work on creating the brand and to the entire brand team—Hagar Brockmann, Maor Notes, Hen Paldi, Hila Goldin, Dekel Brodsly, Tal Tenenbaum, Becky Shafiki, and Pavel Gorelikov—for bringing it to life.

Special thanks to our video team, Oz Ganor, Avital Friedman and Yonatan Levy, for the amazing trailer that perfectly captured the energy and excitement of the event.