CORE: Turning Dialogue into Design

Creative Direction + Design  |  Made at Amazon  |  Volunteer Project, 2019

In 2019, I was approached to lead the visual design for Amazon’s second Conversations on Race and Ethnicity (CORE) conference, an internal event created to foster honest, often uncomfortable conversations around race, identity, and equity across the company. The event took place on in downtown Seattle at the Doppler Event Center.

CORE started as a grassroots idea and quickly grew into a two-day experience attended by nearly 2,000 Amazonians. My challenge was to translate the spirit of the event into a visual identity that supported open dialogue, cultural connection, and a sense of belonging. 
 

Design Objectives

• Create a logomark that represents conversation and shared understanding
• Design intuitive wayfinding systems for clear guidance across multiple conference areas
• Extend the visual identity across event merchandise and printed materials
• Collaborate closely with Amazon’s Global Diversity & Inclusion team and affinity groups for feedback

Approach

This brand identity is centered on dynamic conversation. The logomark used interwoven speech bubbles to reflect diverse perspectives and the act of listening and sharing. The visual system is both bold and minimal, intentionally leaving open space for complexity to build. This design accompanied a suite of branded materials that reinforced these these themes of connection and open dialog.

01   T-Shirt Designs

02   Amazon Doppler Conference Center

03   Speaker Podium

04   Speaker & Panel Stage