Client:
AWS
Date:
2016-18
Role:
As part of Amazon Web Services’ in-house design team, I was tasked with helping develop a more concise way of communicating complicated cloud computing products and services. The style originally known as “sketch”, was previously developed in a way to make cloud computing more approachable and fun, but it was unscalable, overcomplicated, and overcrowded page layouts. We wanted to approach illustrations to be read and understood quickly, was scalable, and kept pages cleaner.
Homepage.
At Amazon Web Services (AWS), I worked directly with stakeholders and Principle Marketing Managers to meet design needs for net-new product launches. I also helped strategize with the small, onsite design team to redevelop brand systems to better communicate AWS’ products and services.
Above is a side-by-side comparison of the aws.amazon.com homepage. The hero backgrounds (orange) were reworked to be much bolder with color gradient meshes, and much more minimized graphic language. The editorial illustrations (4 graphic boxes below hero-nav) are a much quicker read while still keeping some playfulness in the visual language. Design build-outs for a Tier-1 product launch including hero (aws homepage), social, email, and on-page graphics (editorial & 2up). We developed design systems so we could create scalable assets as quickly as aws was growing and to create visual cohesion.
Features.
Features are illustrated concepts of products and services by using more objects and more variations. Below are some illustrations that I developed to communicate different features on product pages and were often a starting point for other designers on the team to work from to create illustration assets.
Merch.
Aside from my work in developing a new design language and transitioning an incredible amount of assets on existing web-pages, I was able to create some other fun, internal promotional items.
Loft.
As part of Amazon Web Services’ in-house design team, I worked with one of the marketing managers for AWS in New York to create a window cling that would be impactful. With AWS Lofts in the past, they have been more low key, and they wanted this to be a differentiator. We worked together to create what ended up being close to a 70′ window cling, as well as illustration decals that would be used throughout the building. I also worked to develop similar assets for AWS Pop-Up Loft San Francisco, that would later be used throughout their building.
In conclusion, I had such an amazing time working with the design team at AWS developing brand strategy, learning to be a better illustrator, working with all the great Product and Project Managers, and developing in-house collectibles. To see the case study developed by Filter Digital (my agency at the time as AWS’s sole design contractor), click here.