AWS had an EVP, but the talent landscape had shifted. The engineers, builders, and innovators AWS needed to attract had more choices than ever, and the existing messaging wasn't resonating with where that talent was going or what they were looking for. The refresh was backed by research, and the ask was clear: build something that felt current, human, and built to scale.

As Senior Art Director, I led the visual refresh of the AWS EVP, translating "Build with Impact" into a creative framework that worked across social, paid media, web, environmental graphics, and recruiter tools globally. Working in close partnership with the AWS brand team, I stayed in step with where the customer-facing brand was headed, leveraging existing assets and brand direction while continuing to infuse the human element that employer brand uniquely requires. The system balanced AWS's technical credibility with human-centered storytelling, a deliberate choice to make one of the world's most complex enterprise brands feel approachable and real to the talent we were trying to reach.

The creative extended into a full self-service toolkit: 100+ design templates for marketers, 40+ ready-to-use assets for recruiters, a motion teaser video, and everything localized across 8 languages for 20+ global markets. Built to scale, localized for the world, and still running. The EVP gave recruiters and marketers everything they needed to go build with impact.