Alexa at AWS re:Invent 2018
01 / SERVICESIDENTITY
ILLUSTRATION
SWAG
PRINT
SOCIAL
AWS re:Invent is one of the largest tech events for the global Amazon developer community. I worked closely with Alexa leadership, event vendors, and developer marketing to design the identity & collateral behind Alexa’s 2018 event experience.
02 / CONTEXTProject background
The Alexa Developer Education team was planning to host hands-on coding workshops, interactive chalk talks, and breakout technical sessions to teach attendees how to design voice experiences using Alexa.
I was asked to create a visual identity that would help Alexa stand out at the expo – something that was exciting, playful, and disruptive.
Design approach
During the kickoff with the marketing team, I discovered that they were planning a scavenger hunt with prizes to incentivize developers to participate in various activities at multiple Alexa booths scattered around the event.
This was such a fun premise that inspired me to create a super whimsical, video-game-coded identity that I knew would be a serious level-up.
03 / BRAND COLORS & TYPOGRAPHY
04 / ILLUSTRATION SYSTEMConcept
Inspired by the interactive scavenger hunt planned by the marketing team, I illustrated a choose your own adventure, video-game-themed overworld showcasing the diversity of voice experiences that developers can build with Alexa.
Combining bright colors and a whimsical layout – with a precise grid and clean, flat geometry – created a super vibrant identity that feels incredibly playful yet sophisticated.
MULTIMODAL SKILLS
VISUAL DEVICES
ALEXA GADGETS
ALEXA AUTO
ALEXA SMART HOME
VOICE-FIRST SKILLS
05 / DELIVERABLESAttendees were given a postcard to navigate the scavenger hunt, outlining the Alexa booth locations and activities required to participate. For every activity completed, attendees received a stamp on their card. Once full, these cards could be shown to Alexa staff to receive a one-time ticket to exchange for exclusive prizes.
I designed the postcards, prize tickets, t-shirts, stickers, booth wraps, and campaign graphics surrounding the multi-day event.
ALEXA STAFF & DEVELOPER T-SHIRTS
Originally designed to help identify Alexa staff from the hundreds of attendees, these limited-run t-shirts quickly became a popular prize awarded to developers who participated in the Alexa breakout coding sessions.
ALEXA BOOTH AT AWS RE:INVENT
The Alexa kiosk & skills demo booth, located in the main exhibit hall, were interactive spaces where attendees could play games featuring all the new and exciting skills to learn, and could also learn about gadgets to build using Alexa.
I collaborated with event vendors to design the Alexa booth wraps, window clings, kiosk area, and main mural wall.
06 / OUTCOMEThe Alexa team pulled off an incredible expo at re:Invent with massive developer participation in all scheduled events and breakout spaces. 😎
Dozens of prizes were awarded to scavenger hunt winners, and the marketing team reported a ton of new leads and traffic on all Alexa developer social channels.