AWS re:Events
Creative Direction
Experiential
Wayfinding
Our goal at AWS re:Inforce and re:Invent is to create a platform for our stakeholders and speakers to connect with our attendees. To elevate every element of the experience to embody the brand. Sound, sight, and every sensory experience between. Every decision gets us one step closer to our goal, but at the center of every decision is our customer.
🌈 re:Invent
🔒 re:Inforce
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Our team’s emphasis is on systems, optimization, and automation in order to produce the 10,000+ signs, 2,500 booths, and ongoing support of marketing. However, for us, each of these interactions is the chance for a 1:1 interaction with each of our 55,000+ attendees. In order to maintain a high level of excellence, we focus on the customer needs across each individual system. Signage, marketing, wayfinding, mapping, and copywriting. Each system has it’s own metrics – but at the center is always the customer experience.
The AI Sticker Studio, powered by Amazon Bedrock and Amazon SageMaker, was an interactive experience that transformed attendee sketches into custom stickers in real time. Participants grabbed a stylus at a sketch station and watched as AWS AI technology brought their creativity to life. The resulting stickers could be placed anywhere in a shared digital world and were also printed as physical keepsakes.
re:Invent is home to the one and only AWS Tattoo Pop-up. With yearly flash, our attendees have a chance to sign up for limited edition tattoos. Yes, like, real tattoos.
The AWS events signage system is rooted in research. The text legibility is directly tied to the distance of signage and hierarchy of information as it applies to attendee relevance. The placements are correlated to the limitations of the human body ensuring we do not strain our customers to maximize passive wayfinding.
Project Role | Creative Director
As the Creative Director of AWS re:Invent, re:Inforce, and Global Summits – it was my responsibility to ensure a consistently high bar within the respective art directions of each program. Under my stewardship, I set forth the motion to align our brand events with the brand standards.
The assets within my responsibility included all web and marketing for our events as well as all on-site applications. Signage, wayfinding, copy, lighting, spatial, and the list goes on. This allowed me to collaborate across every team that produces the event. Interal stakeholders, as well as creative agencies, and production companies. All of which were coordinated to deliver on the aligned upon direction from executive leadership and our business goals.
My top priority as Creative Director was to find ways to expedite our intake and design systems. Maximizing and automating art and design application across our global portfolio. While events are not a one size fits all program, templates can carry much of the burden, and enablement tools with proven guidance can solve for much of the challenges our partners face.
Audrey Jones | Signage/Wayfinding Lead
Emily Cowell | Spatial Lead
Dan Castro | Strategy Lead
Diana Tran | Web Lead
Keven Thompson | Motion Lead
Kyle Fuson | Production Design Lead
Otto Dunham | Photo Lead
Sara Hendrickson | Copy Lead
