Amplify is AppLovin’s flagship global event series, designed to bring together top-tier gaming and non-gaming clients across key international markets including San Francisco, Barcelona, Berlin, Shanghai, Seoul, and Hanoi. The experience spotlights product innovations, industry insights, and meaningful networking, all while reinforcing AppLovin’s position as a leader in mobile growth and monetization.
VP, Global Brand and Creative
Stephanie Jeong
Art Director
Graham Jeong
Brand Team Co-Designers
Tada Kongjonrak, Zoey Zhang
After a four-year hiatus, I was tasked with reviving the Amplify brand from the ground up. This was an exciting challenge: how do you refresh an established brand while preserving its recognition and equity? Working in close collaboration with the Brand and Events teams, we worked together to refresh the visual identity, evolving everything from the event logo and typographic system to the color palette, motion assets, and event collateral.
We focused on creating a dynamic, adaptable system that could resonate across global cities while maintaining visual consistency. The end result was a bold and modernized brand system that elevated the attendee experience and positioned Amplify as a premium, future-facing series.
To ensure the Amplify rebrand remained cohesive with AppLovin’s overarching identity, we rooted the visual system in the company’s core brand elements. The logo was crafted using Avenir, AppLovin’s primary typeface, to maintain consistency and familiarity across touchpoints. To inject new energy and meaning into the mark, we introduced a stylized speech bubble motif: symbolizing conversation, connection, and ideas exchanging.
This simple yet intentional addition transformed the logotype into a more expressive symbol, reinforcing Amplify’s role as a space for conversation and innovation within the tech and gaming industries.
Designing Amplify for an international audience required balancing visual consistency with cultural adaptability. Our goal was to create a brand system that felt cohesive no matter the city, while allowing room for regional expression. This meant approaching the design with a global lens like considering how color, typography, language, and symbolism would be perceived across different cultures. We built a modular design system that could flex across formats, languages, and venue types, with localized assets tailored for each event.
Close collaboration with regional marketing and events teams ensured that local nuances were respected and feedback loops helped us refine assets in real time. Ultimately, the Amplify experience felt unified across all locations while still giving each event a sense of place and cultural relevance.
Reviving and scaling the Amplify brand taught me the value of building design systems that are both intentional and adaptable. In designing for multiple markets and collaborating across global teams, I learned that strong branding isn’t just about visual consistency...it’s about creating a flexible foundation that can evolve with new contexts, technologies, and audiences. This project pushed me to think strategically about how design can serve as a connective line between a company’s identity and the diverse communities it reaches.
One of my biggest takeaways was the importance of designing with room to grow. By creating a modular identity system, we were able to future-proof the brand by giving our internal teams the tools they needed to extend the visual language as Amplify continues to scale. The experience sharpened my ability to lead cross-functional collaboration, design with empathy, and bring global ideas into a unified and elevated brand experience.
Images and videos are used for portfolio purposes only. Ownership remains with AppLovin.