AWS Global Summits

As the Senior Art Director for AWS Global Summits, a large-scale event series held in 29 cities worldwide, each hosting up to 35,000 customers, I was responsible for leading the creative strategy and executing the brand expression. AWS Summits are premier events that connect customers, partners, and developers with the latest cloud innovations from Amazon Web Services. My role involved developing creative briefs, style guides, digital marketing assets, event signage, booth designs, keynote stage designs, and self-service design tools. To ensure consistent brand execution for each event, I conducted training sessions for internal teams and external agencies across the globe.

Creative Lead | AWS | 2023–2024

Ensuring Brand Consistency and Scalability: The AWS Global Summits Style Guide

Due to the scale and complexity of AWS Global Summits, a comprehensive Style Guide with downloadable templates built in InDesign and Figma was essential for maintaining brand consistency and visual coherence across all 29 cities. With multiple teams around the world independently executing the events and limited opportunities for direct oversight, these resources ensured streamlined, error-free production while preserving the integrity of the AWS Summit brand. Below is a brief overview of the key elements included in the AWS Summits Style Guide:

Los Angeles Event

Click here to visit the Los Angeles event website, where the agenda and key highlights are presented to our customers. After the event, a video of the full keynote presentation is made available for remote attendees.

Below are some event highlights: 1/ a photo-worthy welcome moment, 2/ badge pickup, 3/ XL stair clings featuring key art that spans the entire lobby with directional signage at the expo entrance, 4/ theaters for sponsored presentations on the trade-show floor, and 5/ the AWS Village where customers engage with AWS employees.

Keynote Creative

In addition to overseeing various moving pieces, I collaborated with internal production teams and external agencies to develop a keynote experience that seated thousands of attendees. The keynote served as a pivotal opportunity to further express the AWS Summits brand through scenic and presentation design. I hand-sketched scenic design concepts, which I then refined in Illustrator while collaborating closely with scenic design experts. The day before the event, I worked from the front of house booth to define lighting cues for different segments, such as our main AWS speaker, guest speakers, video presentations, and silent sessions.

New York City | Javits Center | 2023

Los Angeles | LA Convention Center | 2024

My Role:
Senior Art Director, International Branding & Events

Team:
Head of Design: Lynn Fleming
Project Management: Cailin Benton
Graphic Design: Audrey Jones
Motion Design: Cassandra Krul & Keven Thompson
Agencies: WillWork, Production Club