Each year, Amazon Web Services reaches out to customers and potential customers around the world with their Global Field Events program. In prior years, events were not aligned around a common brand theme, offering an inconsistent experience for customers, and diminishing the potential for cohesive growth of brand awareness.

This project represents a refreshed approach to the design system for these events. The theme of "Luminosity" was applied across all events with a shared vibrant color palette and approachable illustrated style. Shifting blades of light evoke illuminated possibilities for the future, and allow for subtly dynamic interpretations with onsite signage across a variety of substrates.