Iron Advertising · 2020

MAU Vegas 2019 Event

by Shreya Gulati

A' Design Award 2020 in Advertising
CLIENT: Houndstooth
Estimated Number of Design Views: 12,806
Verification code 64E7F99CFC · Verify this award

Visit Site View at A' Design Award Press Release

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About MAU Vegas 2019 Event

Mobile Apps Unlocked or MAU Vegas is the world’s leading mobile apps event. It attracts the biggest brands from Silicon Valley including Spotify, Tinder, Lyft, Bumble and MailChimp to name a few. Houndstooth was given the task of conceptualizing, designing and executing the entire event’s visual appearance and digital presence for the year 2019. As the event tries to push boundaries in the tech space, they designed a system that could represent that through visuals and imbibe the audience into the experience holistically.

About the A' Design Award

MAU Vegas 2019 Event is an Iron A' Design Award winner, a prestigious recognition granted to good designs that meet the professional and industrial requirements expected from well-designed creations. Iron winners demonstrate great skill, high specialization, expert understanding, and creative capacity of their creators. MAU Vegas 2019 Event is expected to be a highly regarded, admired, and cherished creation that is practical and innovative. This Iron A' Design Award-winning design integrates industry best practices and has competent technical characteristics linked with know-how and talent. MAU Vegas 2019 Event is respected for its thoroughness and is designed to provide quality of life improvements that help make the world a better place.

Press Kit

Unique Properties: Mobile Apps Unlocked or MAU Vegas is the world’s leading mobile apps event. It attracts the biggest brands from Silicon Valley including Spotify, Tinder, Lyft, Bumble and MailChimp to name a few. We were given the mammoth task of conceptualizing, designing and executing the entire event’s visual appearance and digital presence for this year's event. As the event tries to push boundaries in the tech space, we designed a system that could represent that through visuals.
Tags: neon, grotesque, gradient, blends, fluid, tech, mobile, typography, glitch, apps
Production Technology: The designs were conceptualised on paper and then created digitally using Adobe Illustrator and Sketch. The implementation was handled by the client on location. Houndstooth worked endlessly to provide all design collaterals in the dimensions required, which were then printed or projected at the venue.
Design Challenge: The biggest challenge was to create a design guide which can be completely scalable. The designs were printed on several different materials like cloth, canvas, vinyl etc and it was used on every digital screen as well including mobile screens, backlit screens, led panels.
Research: Online research to understand the audience and create an experience for them which will be relatable yet inspiring. We created several different options and experimented with grids, type, colours, and patterns before finalising on the finished design. We also pitched the experiments to people from various sectors to get their feedback. The final result was highly appreciated for its tangibility and uniqueness.
Inspiration: The collaterals were built using bold grotesk typography and neon colours to represent the dynamic and ever-evolving mobile tech industry. The illustrations were also inspired by Dan Flavin, the American artist known for his minimal light installations.
Project Duration: The project started in Jan 2019 and finished in April 2019, and the event took place in MGM Grand, Las Vegas in May 2019
Operation Flow: The audience interacted with the designs in several different formats such as signage, brochures, registration counters, escalators, giveaway bags, presentation screens, walkways, windows clings, etc. By using the designs everywhere the audience was completely immersed with the brand and could relate to its essence of grandiose and magnanimity.