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For the past decade, we’ve shaped the re:Invent experience and brand implementation: blending emerging tech, AI, motion graphics, and experiential design at scale. Each year is a full-cycle effort, planned and built over 12 months, then launched across five Las Vegas venues for 60,000+ attendees.
We design the event as one connected journey, carrying visual cues like grids, transparency, and light diffusion from entry to exit. That through line peaked in the Welcome Moment, the main pathway into the Keynote and Expo halls. Illuminated cube structures synced with surrounding screen content, turning a high-traffic corridor into an immersive, portal-like transition.
Each year, we create the art direction that drives the event’s animations, signage, digital assets, and spatial forms. This year’s concept, Clarity, visualized ideas versus plans through graphic grids and bright gradients—highlighting zones of diffusion and moments of focus.
Our custom animations introduced every Keynote speaker, along with five distinct motion graphics used to reveal major launches.
AWS Village anchors the Expo, bringing attendees directly to AWS specialists and new technologies. Reflecting this year’s visual language, its central structure uses transparency, diffusion, and grid logic to create a calm, immersive pause within the show floor—while acting as a clear beacon to the heart of the Expo.
Executive Summit is an invite-only experience within the broader conference, offering curated programming for senior executives. We translated the re:Invent identity into a more elevated environment while keeping it firmly connected to the core brand.
The design for Executive Summit extended this year’s visual system through a concept we called ”Grid & Grain”: a clean, modern grid structure layered with the organic irregularity of fabric and textured materials.
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