AWS Global Summits
Thirty-plus events a year, across every major market. The challenge with Global Summits isn’t any single show. It’s making all of them feel like the same brand showed up.
Project Role | Creative DirectorGlobal Footprint30+ events a year in every major market, varying widely in size, language, and local production capability
Local RelevanceOne brand across many cultural contexts, built to flex for language and market, with color and symbolism checked against how each market reads them so the system aligned with local audiences without losing what makes it recognizably AWS
EnablementBuilt enablement tools, templates, and print guidance for each market’s production standards, so regional teams could execute at a high level without starting from scratch
CoordinationRan a distributed execution model across internal teams, partner agencies, and local vendors, with briefs clear enough to hold the work to one bar in every city
I inherited the rebrand four months in, with the project stalled. Within 48 hours I had moodboards in front of strategy, leadership, and brand, and everyone aligned on a direction. We delivered on time.
The concept started with the attendee. Each attendee is represented as a single pixel, not as a stylistic choice but as a way to tell the story of what Summits actually are: people coming together. What begins as separate points becomes a gradient built by the community itself, revealed through participation rather than designed into place.
From there, the work was making that idea hold at scale. I designed the key art and the system behind it, threading visual language, event marketing, signage, wayfinding, spatial design, copy, and motion through a single design system flexible enough to stay local while feeling unmistakably AWS. Templates and automation tools cut production friction, letting teams move faster without sacrificing quality. The goal was a global event identity that scales without flattening.
Visual Expression
Lindsey Prestrud | Art Director
Tony Iorio | Motion Designer
Daniel Seong | Designer
Krystal Coyne | Creative Project Manager
Systems Design
Audrey Jones | Signage/Wayfinding Lead
Dan Castro | Strategy Lead
Emily Cowell | Spatial Lead
Kyle Fuson | Production Design Lead
Willa R. | Web Lead