Evolving a global brand
As AWS continues to scale for its customers, the brand visual language needed a refresh to stay relevant. The brand was experiencing fragmentation of its visual expression and disparate systems were popping up, signaling the current approach needed to evolve.
The challenge: Re-imagine and develop a consistent and flexible, core design system, that expresses the personality of AWS, while rooting in brand purpose and customer approach.
Role: Group Creative Director
For builders, AWS is a cornerstone of innovation and trust. It's their first tool for shaping a new idea—all the way to making impossible, possible.
The creative approach built on the heritage of the AWS design language, while looking to the future. Expressed across numerous locales, industries, products, and marketing needs, the brand needed to be able to vary depending on customer journey. The creative took the following pillars into consideration to meet those needs: flexibility, scalability, inclusivity and ownability.
The new visual system evolved existing brand assets leaning into scale, brighter, modern color palettes and new perspective shapes. Photography expanded to flex across a wide ecosystem of industries and global customers, bringing consistency through tone and approach.
Of course we added some branded swag to surprise and delight!
Results: An ownable design system that evolved existing brand elements and gave them a fresh, modern look. The team delivered a brand portal hub and created over 2,000 variations of scalable templates, type, color and motion guidelines, photography libraries and a self-service training program to on-board.