AWS Expo Revamp

After leading design for my first full expo hall in 2022 I saw our teams strategy was faulted, and that a new more sustainable way of thinking needed to be explored and implemented asap. In partnership with Tiffany Arnone, we took action and planned and pitched a new strategy which would be implemented within the next event cycle and lead us to crafting a completely refreshed expo hall . 

Cross-functional alignment was critical to get our strategic thinking implemented within the year, involving the events, marketing, and branding teams, along with major stakeholders driving AWS’s success. 

Previously, each AWS offering had its own space in the expo hall, leading to heavy traffic in certain areas and resource tensions. By shifting to a more unified strategy, sharing resources and creating a unified AWS presence, we optimized resource allocation, drove traffic to underrepresented topics, and crafted an integrated expo experience that could grow with the already massive expo presence.

 This shift resulted in longer customer interactions, partners successfully meeting sales goals, and a cross-departmental celebration of our successful new strategy.

To foster a sustainable expo presence, we focused on reducing waste and using reusable or recyclable materials. In the past, AWS had prioritized bright colors and seasonal builds, resulting in yearly budgets being put towards builds that had significant land-fill waste. Our sustainability efforts led us to explore a reusable, modular system, tested with our external partners before its full implementation in 2023. 

We ensured the system's adaptability to future needs and tested materials like fabrics, plexiglass, and falcon board. This system let us implement new sustainability rules— prioritizing reusable materials, and ensuring recyclability for any single-use items— This reduced our landfill waste to zero for expo hall builds in 2023.

Supporting sustainable builds required a robust modular visual design system for recurring use, aligning with the evolving AWS brand. Working closely with the brand team and creative leadership, I developed a design system matching the brand’s future vision. This involved exploring new color uses, gradients, and establishing new type rules for the events floor, ensuring a consistent and future-proof visual identity.

With 70,000 attendees and an expo floor the size of 10 football fields, crowd flow was a significant challenge. I collaborated with multiple stakeholders, sponsors, and external partners to create a successful floor plan. By building zones of interest and creating navigable paths, we centered the flow around AWS offerings, benefiting both AWS and sponsors by bringing unity to a previously chaotic floor.

AWS brand touchpoints were required at all scales, from large banners visible from hundreds of yards away to intimate interaction points like kiosks. The goal was to create a cohesive experience that drew people in, captured their attention, and guided them to engaging sessions and networking opportunities. This comprehensive approach ensured a seamless and engaging experience for all attendees.