As the sole design lead for AWS's global summits, I developed a comprehensive visual brand system to support over 90 global events. This system included 5,000+ assets and empowered teams and agencies to seamlessly execute a series of high-profile summits. My work ensured AWS’s brand was extended into physical spaces, resonating with a global audience.
Brief Summary:
As the sole design lead for AWS's global summits, I developed a comprehensive visual brand system to support over 90 global events. This system included 5,000+ assets and empowered teams and agencies to seamlessly execute a series of high-profile summits. My work ensured AWS’s brand was extended into physical spaces, resonating with a global audience.
Challenge:
AWS faced the challenge of maintaining brand consistency across diverse regions, physical spaces, and event formats. Designing a broad set of templates that would apply to various platforms and locations while keeping the global brand cohesive was key.
Objective:
The main objective was to create a scalable visual system that ensured global cohesion while extending AWS's digital brand into physical spaces. The branding needed to inspire and engage attendees, both in-person and virtually, across different regions.
Discovery and Planning:
To tackle the vast scope of AWS’s global summit needs, we began by identifying the primary visual challenges and creating a roadmap to develop a cohesive design system. Weekly meetings with the internal team and agencies helped align expectations, report on progress, and gain approvals.
Design Development:
I focused on developing templates that were adaptable to various dimensions and regional nuances, ensuring that all assets fit seamlessly into different event formats and physical spaces. Templates ranged from digital banners to large-scale in-person branding moments, ensuring flexibility and usability.
Stakeholder Collaboration:
Weekly calls with the team and agency leads helped ensure everyone stayed aligned on the creative direction. I provided direct feedback on agency designs, ensuring that all assets met the high standards we set for the brand.
Feedback Loops:
One of the key improvements I implemented was elevating accessibility standards. By addressing issues like low contrast in graphic elements, I ensured the designs met AA standards for readability and accessibility.
Quantitative Metrics:
In 2023, AWS’s summits program exceeded expectations, with American summits surpassing their attendee goals by 100-150%. The total U.S. attendance reached more than 82,000 people, including a keynote in NYC that was live-streamed to over 40,000 viewers. Feedback from stakeholders highlighted not just the visual appeal of the events, but also their financial success, with summits generating more revenue from sponsorships than in any previous year, despite being free to attend.
Stakeholder Feedback:
Summit London attendee review: "It's such a good opportunity to enjoy fascinating technical talks, see novel uses of AWS services, and check in with AWS people – everyone we spoke to had a passion for technology and the opportunities it can bring for business, people, and the future."
Reflection on Success:
This project allowed me to refine my ability to create large-scale, cohesive brand systems that function across digital and physical spaces. By introducing Figma as the template platform, I streamlined the design process and empowered more team members to execute marketing assets effectively. The project also highlighted the importance of accessibility and set a new standard for inclusive design in event branding.
Skills Highlighted:
How It Informs Future Work:
My experience leading the AWS summit branding has strengthened my confidence in managing complex design systems and collaborating with diverse teams to bring creative visions to life. It also taught me how to thrive in ambiguity and deliver high-quality, innovative solutions with minimal direction.
