The concept explored a modular design system that allows for ease of use, scaling for consistency and future automation. It’s designed to flex across a diverse range of global customers (startups to enterprise) and industries (finserv to gaming), and work with low-to-high touch design capabilities. The vibrant color palette in these concepts was a key step in the brand evolution from how dark the brand felt historically.

A different creative take

The following is another creative concept based on the same theme—AWS as the cornerstone of innovation.

The diagrams below unpack the design concept’s flexibility and modularity.

As the AWS brand continues to evolve, I’ve been responsible for launching and rolling out a refreshed brand with comprehensive guidelines and templates, training for agency partners and internal teams, designing multi-channel digital marketing campaigns, brand photoshoot, and the branded environment of customer-facing spaces.