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.
This was the rather uninspiring rendering I was given as a reference for our space 😑
Objectives
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.

View of entrance

View of west wall, lounge area, and check-in desk

View of east wall and lightbox

View from back (open to back hallway)
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.
Results
Brand
Impressions:
8000
Qualitative feedback was very positive. Plus, at least two competitors (?) came by to take pictures of the booth.
Marketing
MQLs:
209
We were able to reach a key audience—executives and decision-makers at European fintechs.
Design
Guidelines:
1 chapter
We added concrete specifications to our existing event guidelines, which previously featured more hypothetical guidance.