All That Matters Online Event

Client: Branded Ltd. (All That Matters)
Main Sponsors: Facebook, Twitch, Reed Smith
Creative Direction & Brand System: Crowded Studios
Project: Global Digital Event Infrastructure & Identity

Summary

All That Matters is Asia’s premier entertainment industry conference. After 12 years of successful, live events in Singapore, global travel restrictions and lockdowns forced the entire platform to pivot to a virtual experience. Sponsored by tech leaders like Facebook and Twitch, this online transition required a bold visual strategy to keep high-profile audiences engaged. Previously working as the lead event photographer for the previous 2 ATM events, I was brought in to design the overarching visual identity, marketing assets, and broadcast graphics for this landmark digital debut.

2. Brand System Integration & Capabilities Mapping

The project activated key pillars from the Crowded Studios Brand Systems framework to align a global team and build clear digital pathways:

Ⅰ. Operational Brand Modernization

  • The Challenge: Capturing the global mood of business interruption and rapid digital transformation caused by COVID-19.

  • The Solution: Crowded Studios created the master theme "GLITCH." This concept used the visual style of digital errors to represent the abnormal flow of business and the shift to online video. It embraced the unpredictability of 2020 while signaling that the conference content was vital and worth witnessing.

Ⅱ. Cross-Functional Alignment & Agile Production

  • The Challenge: Coordinating a fast-moving event pipeline across five countries (Singapore, Hong Kong/China, Australia, Canada, and the United States).

  • The Solution: Using a disciplined SCRUM framework and real-time communication tools (Zoom, Google Docs, Telegram), Crowded Studios aligned organizers, programmers, and copywriters. This ensured a unified design reality across multiple time zones.The Solution: Crowded Studios created the master theme "GLITCH." This concept used the visual style of digital errors to represent the abnormal flow of business and the shift to online video. It embraced the unpredictability of 2020 while signaling that the conference content was vital and worth witnessing.

Web banners and Instagram graphics

Original event graphics concept before COVID cancelled the in-person event

Ⅲ. Experience Design Strategy & Scalability

  • The Challenge: Creating visual clarity for 7 distinct event topics across print, social web, and live video.

  • The Solution: Crowded Studios built a comprehensive, color-coded graphic system backed by style guides.

    To make asset creation scalable for the global team, we built a template library system within Canva, enabling rapid deployment of uniform static graphics, animated GIFs, and video stings.