Selected Work AboutIndex






AWS  re:Play 2023
Every year, Amazon Web Services throws a major tech conference in Las Vegas in December known as re:Invent. It’s part expo hall, part key note speakers, and part innovative tech. After a week of various events and showcases, attendees are invited to AWS re:Play: the re:Invent after party with live music acts, activities, and art installations. 

CHALLENGE
To brand a 20,000 person event with over 120 pieces of signage and wayfinding, motion aspects, environmental design, social media and promo. 

APPROACH
Production Club regularly handles the branding for both re:Invent and re:Play. So to tie the two events as sister events, re:Play’s branding is often a “remix” of re:Invent’s key art.

CREDITS
Client
Amazon Web Services

Agency
Production Club

Creative Direction
Brian Rigazzi

Design Support
Cheryl Agustin – Graphic Designer
AJ Johansen – Graphic Designer
Prosper Unger-Hamilton – Motion Designer

Role
Art Director







Breaking down re:Invent’s key art into graphic elements, and distorting their gradients to create key shapes based on music wave distortions is a nod to re:Play’s main draw as a multi-act concert. 







The AD System began with creating a component library (228 individual elements) that could be mix and matched into a variety of outputs and premade compositions that could be positioned for whatever use.  The result is the following motion system that expands upon the AD. The motion was projected onto the face of the structures as well as used as transitional stage visuals. 












With over 120 different pieces of printed signage and wayfinding material, signage was broken up into four categories: Identification, Navigation, Programming, and Regulatory. Each category is color coded for further distinction and easy pattern recognition among attendees. 



l