AmazeCon: A brand system to honor every identity

Creative Direction + Design  |  Made at Amazon  |  Volunteer Project, 2018-19

AmazeCon is Amazon’s annual conference to learn, be curious, and accelerate understanding around gender diversity. In 2018 and 2019, I was invited to define and lead the visual branding for the event in collaboration with the Amazon Global Diversity & Inclusion Group.

The work spanned a full suite of materials, including wayfinding signage, digital collateral, presentation templates, and promotional assets. Every element was designed to reflect the richness and authenticity of the communities AmazeCon aimed to uplift.

For me, this project went far beyond branding. It was about crafting an experience where people felt seen, celebrated, and part of something meaningful. For many attendees, AmazeCon was the first time they saw their identity reflected in an Amazon-sponsored space, and that moment of connection became a quiet (but powerful) driver of the event's impact.

Goals

My goal was to create a brand system that felt human, vibrant, and unapologetically inclusive. I developed a dynamic visual language built around a bold, expansive color palette inspired by a spectrum of gender identities and sexual orientations. These colors were more than aesthetic choices, they were an intentional affirmation of visibility, pride, and belonging.

01   Logo Branding Suite

02   Sticker Packs

03   Sticker Details

04   T-Shirts

05   Laverne Cox - 2019 Guest Speaker

06   Various Attendee & Conference Photos