AWS

For builders, AWS is their first tool for shaping a new idea—all the way to making impossible, possible. As the world's largest cloud computing platform provider, AWS was ready for a refreshed brand that both unified and expressed the innovative ethos of its culture and customers.

Grounded in research and strategy, the following are creative concepts inspired by the beloved building blocks of AWS—reimagined as the cornerstone of innovation. From how dark the brand felt historically. the vibrant color palette in these concepts was a key step in the brand evolution.

AWS Brand Design
Role: Sr. Art Director, Designer

The animatic highlights the concept’s 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 (from internal marketers to external agency partners).

A different creative approach

The following is another creative concept based on the same theme—AWS building blocks evolved as the cornerstone of innovation. More explosive and pushing the boundaries of experimentation and play.

The motion study and 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.