Sports
AWS teams up with various sports leagues worldwide, each bringing their own distinct fan base with unique needs. The challenge was finding the right balance - keeping AWS's core identity intact while adapting to each sport's individual style. Whether it's NFL, Formula 1, or bundesliga fans, each group connects with content differently.
The goal was to maintain AWS's brand foundation while adding touches that resonated with each sport. We connected these different campaigns through stories about data and innovation, making sure each sport's fans felt the content was made for them. It's similar to AWS wearing different team jerseys while staying unmistakably AWS.
As Motion Lead, I conducted an initial audit of the sports landscape where our key insight revealed an opportunity to position AWS differently from typical tech companies - embracing a more gritty and tenacious personality. My research focused on technical sports apparel and footwear, specifically studying how they visualize performance data and metrics.
This project ran parallel to developing AWS's overall motion identity, so ensuring both workstreams complemented each other was crucial. I explored how data visualization and movement could express this more dynamic, athletic brand personality while staying true to our core identity. Through multiple motion tests and iterations, we refined the approach until landing on solutions that resonated with the brand team's strategic vision.
The goal was creating a visual language that felt more raw and performance-driven, rather than the clean, minimal style common among tech brands. This helped AWS stand out while authentically connecting with the sports audience.
Based on AWS motion identity our “Builder Mentality,” motion is centered around creating, iterating, and solving. Sports differs from core AWS brand by being more gritty, choppy, and layered; leaning into the determination it takes to be the best. Each individual sport takes on movements and physics that feel most familiar to fans. Meaning the motion for F1 should ultimately feel quite a bit different from what we use with the PGA.
These six elements became the primary ways of creating distinction and consistency for AWS sports. They define specific ways in which motion is manifested and executed across all sports.
Evoking mood through hierarchy, repetition, and movement.
Cropping of key elements in time.
Tilting, scaling of elements curiously.
Story progresses through exploration and iteration.
Informative: Use straightforward, functional motion to ensure clarity.
Inspirational: Use expressive, responsive motion to create excitement.
The core focus was developing clear art direction that would inspire agencies and partners in their campaign development. Rather than rigid rules, we created mood boards that set the visual tone and direction they could build upon.
To make implementation smoother, we provided partners with practical guidance and ready-to-use toolkits. These included working files that gave them a strong foundation to start their creative process while maintaining AWS's new sports-focused identity.
This approach gave creative partners both inspiration and practical tools - showing them what we wanted to achieve visually while giving them the resources to execute effectively.
Agency produced social 1
Agency produced social 2
Exploratory work