Date
2024
Client
Amazon
Scope
Senior Creative Producer
Challenge
Honor the host city's identity without reducing it to tourist imagery while maintaining global brand standards.
A global employee event landing in Munich needed to feel rooted in place without drifting into postcard cliches. The creative had to respect local culture, resonate with a global audience, and still deliver within Amazon's brand framework.
Approach
Recognizable culture through design restraint rather than decoration.
Rather than layering on Bavarian motifs, the approach drew from Munich's architectural precision and modernist design heritage. Visual language, color palette, and environmental design reflected the city's character through structure and tone rather than iconography.
Design Flash Brief
A centralized visual guide created to keep distributed teams and creative partners aligned on the core event brand.
By establishing these rules early, our supporting teams could produce on-brand assets quickly without bottlenecks.
Logo Suite
Three primary event identifiers traveled in a flat, stacked and mini version with variations of each for alignment and justification.
Show Overview
The non-technical run of show mapped out every segment, speaker transition, and media cue across the global broadcast. It gave creative, technical, and executive teams a shared operational roadmap to coordinate presentation content with live production cues.
Marketing
Support for digital campaigns designed to build anticipation and drive viewership across Amazon’s global offices.
Consistent color blocking and typographic hierarchy made the event immediately recognizable across disparate internal channels.
Digital Displays
Digital stickers
Header graphics
Banners
Technical Staging
Designed to balance in-person sightlines with dynamic framing for a multi-camera broadcast. I mapped out curved LED backdrops, stage dimensions, and camera zones to keep speakers naturally framed and remove dead space while giving the speaker room to move and interact with their content.
Staging Graphics
Designed specifically for superwide, high-resolution LED screens, these graphics supported what happens on stage for each portion of the show. We established distinct screen states for speaker walkouts, data-heavy presentation moments, and ambient background textures for camera coverage.
Strategy
Superwide Composition
Camera Background HeroCam Texture
Video Production
Broadcast graphics connected the in-room presentation to remote viewers. I designed a modular toolkit that included lower thirds, split-screen layouts, interactive QR callouts, and clean end cards.
Every element was built to match the stage graphics 1:1 with legibility across varying bandwidths and device sizes. It gave remote employees the same polished, front-row viewing experience as those attending on site.
Environmental
Physical environmental graphics brought the event identity on-site in venue spaces for attendees, speakers, and crew. Deliverables included entryway towers, festival flags, counter wraps, and functional room tags for production offices and green rooms.
Each piece carried the clean visual language of the broadcast while solving everyday wayfinding needs.
Storytelling
To translate complex strategic and financial updates for a broad audience, I developed clean presentation templates. Dense global operational metrics, market statistics, and partner quotes were simplified into clear, scannable data visualizations.
High-contrast typography and modular grids ensured slides remained legible on large stage screens as well as compact laptop streams.
Experience
A dedicated identity system designed to highlight employee achievements during the All-Amazon Awards segment. We translated iconic Amazon culture symbols like the Door Desk and "Just Do It" sneaker into bespoke physical trophies and matching broadcast motion graphics.
The system included lower thirds, full-screen winner slides, and photo framing connected tangible artifacts with live broadcast storytelling to create a celebratory focal point in the show.
Photo Frames
Awards
photo Overlays
