The earliest application is the Mercator projection which was introduced long before the complex exponential was defined in the way we define it nowadays. $z\mapsto e^z$ is considered as a map from the plane $C$ to the Riemann sphere $S$, where the plane is equipped with the usual metric, and the sphere with the spherical metric. Then $e^z$ is the inverse of the Mercator projection.
The map can be characterized by two properties: a) it is conformal, and b) meridians and parallels correspond to straight lines in the plane.
Discovered by MercatorGerard Mercator* in 1569, this was the second non-trivial example of a conformal map that was considered historically. The first one was the stereographic projection discovered in antiquity (but not known then to be conformal).
Referemce*Not to be confused with his children Arnold and Rumold, also cartographers, or with the mathematician Nicholas Mercator, a contemporary of Newton.
Reference: Robert Osserman, Conformal mapping from Mercator to the Millennium.