Amplitude set out to create the world’s premier product design conference, and in so doing, needed a sub brand to stand out in its own right. My team designed a brand system for the conference—named Amplify—to include environmental and motion graphics that included dimensional behavior.

After building out the visual look and feel to rival any modern rockstar stagecraft, we created an activation to showcase the brand’s predictive analysis software. Starting with an open source version of the original PACMAN game, we teamed up with Amplitude’s engineers to rewrite game play, showing how their tools could predict outcomes and recommend moves. We called it DATA NOM and built an Amplitude themed Arcade to enliven their conference.

Needless to say, data nerds and games go hand in hand, so this activation scored more points than an acne-riddled Atari addict circa 1981.