Amazon Web Services  • Declassified

Brand and product design partner to AWS

Customer First Brand

Hosting about 4 percent of all websites, AWS serves more than one million active enterprise customers in 190 countries. Although it strives to be a customer-centric business, AWS offers a highly complex service, spanning 20 categories and more than 90 offerings. AWS turned to L+R to create and execute initiatives that would help provide a human connection with customers.

Technology-Enabled Design

L+R needed to reach chief technology officers, chief information officers, and technical leads who spend their days coding, reviewing technical documentation, and working on system architecture and databases. By developing visual brands and incorporating mascots, L+R fueled this highly technical customer base with not only stellar services but a little fun and emotion.

Growth In Educational Play

Components of the L+R branding strategy have made their way into thousands of AWS educational courses and certification programs around the world. Most notably, AWS SAM and The Mythical Mysfits characters have become fixtures in the development community, appearing in tutorials, training materials, and merchandise.

AWS asked L+R to bring more human connection into a highly technical cloud ecosystem. The same issue comes up for any platform business whose value is powerful but difficult to grasp quickly. The L+R method is to connect strategic design, technical execution, and craft so new technology becomes a business advantage, with AI supporting the work only when it adds utility. If your technology needs to feel more accessible, reach out when you are ready to build.