AWS Summit ASEAN is a multi-city cloud conference series bringing the tech community together to explore AWS solutions and build cloud skills. For the second consecutive year, I led visual and experiential design across six Summits, taking concepts from initial ideation through to onsite execution across ASEAN markets.
YEAR
2024-2025
ROLE
Art Director
SERVICES
Art Direction
Experiential Design
Cross-Functional Team Leadership
Spatial & Environmental Design
OOH Advertising
AWS Summits needed to deliver a consistent, high-quality experience across multiple ASEAN cities simultaneously as a system that could flex to each market's venue, budget, and local audience while staying unmistakably AWS. This was the second consecutive year running these Summits, raising the bar on both scale and quality against the prior year's benchmark.
Rather than designing each city's experience from scratch, the approach was to build a scalable design system, a fixed creative core covering stage and keynote design, spatial branding, signage and wayfinding, and interactive installations, that could be equipped to any of the three cities without compromising quality or brand consistency. The system also extended beyond the venue itself into OOH advertising on trains, carrying the Summit's presence into the daily commute of the local audience ahead of each event.
As Art Director, I led visual and experiential design across all three Summits, taking concepts from initial ideation through to onsite execution. I collaborated with cross-functional teams to deliver cohesive, locally relevant experiences across stage design, spatial branding, signage, digital assets, and interactive installations; while building the scalable design system that equipped the broader design team to roll out high-quality assets strictly aligned with brand guidelines. In total, the work spanned 416 hours of art direction, 2D design, and animation across the three Summits.
AWS Summit ASEAN wasn't a single-market activation — it was built as a repeatable regional system from the outset:
Second consecutive year
Building directly on the prior year's system and learnings, with Singapore alone growing from 5,000+ attendees in 2024 to 10,000+ pre-registered and walk-in attendees this year.
One system, three cities
The same scalable design system equipped the design team to deliver consistent, high-quality experiences across all three Summit locations.
Beyond the venue
OOH advertising on trains extended the Summit's presence into the daily commute, reinforcing visibility ahead of each event rather than confining brand impact to the day itself.
AWS Summit ASEAN is a multi-city cloud conference series bringing the tech community together to explore AWS solutions and build cloud skills. For the second consecutive year, I led visual and experiential design across six Summits, taking concepts from initial ideation through to onsite execution across ASEAN markets.
YEAR
2024-2025
ROLE
Art Director
SERVICES
Art Direction
Experiential Design
Cross-Functional Team Leadership
Spatial & Environmental Design
OOH Advertising
AWS Summits needed to deliver a consistent, high-quality experience across multiple ASEAN cities simultaneously as a system that could flex to each market's venue, budget, and local audience while staying unmistakably AWS. This was the second consecutive year running these Summits, raising the bar on both scale and quality against the prior year's benchmark.
Rather than designing each city's experience from scratch, the approach was to build a scalable design system, a fixed creative core covering stage and keynote design, spatial branding, signage and wayfinding, and interactive installations, that could be equipped to any of the three cities without compromising quality or brand consistency. The system also extended beyond the venue itself into OOH advertising on trains, carrying the Summit's presence into the daily commute of the local audience ahead of each event.
As Art Director, I led visual and experiential design across all three Summits, taking concepts from initial ideation through to onsite execution. I collaborated with cross-functional teams to deliver cohesive, locally relevant experiences across stage design, spatial branding, signage, digital assets, and interactive installations; while building the scalable design system that equipped the broader design team to roll out high-quality assets strictly aligned with brand guidelines. In total, the work spanned 416 hours of art direction, 2D design, and animation across the three Summits.
AWS Summit ASEAN wasn't a single-market activation — it was built as a repeatable regional system from the outset:
Second consecutive year
Building directly on the prior year's system and learnings, with Singapore alone growing from 5,000+ attendees in 2024 to 10,000+ pre-registered and walk-in attendees this year.
One system, three cities
The same scalable design system equipped the design team to deliver consistent, high-quality experiences across all three Summit locations.
Beyond the venue
OOH advertising on trains extended the Summit's presence into the daily commute, reinforcing visibility ahead of each event rather than confining brand impact to the day itself.
AWS Summit ASEAN is a multi-city cloud conference series bringing the tech community together to explore AWS solutions and build cloud skills. For the second consecutive year, I led visual and experiential design across six Summits, taking concepts from initial ideation through to onsite execution across ASEAN markets.
YEAR
2024-2025
ROLE
Art Director
SERVICES
Art Direction
Experiential Design
Cross-Functional Team Leadership
Spatial & Environmental Design
OOH Advertising
AWS Summits needed to deliver a consistent, high-quality experience across multiple ASEAN cities simultaneously as a system that could flex to each market's venue, budget, and local audience while staying unmistakably AWS. This was the second consecutive year running these Summits, raising the bar on both scale and quality against the prior year's benchmark.
Rather than designing each city's experience from scratch, the approach was to build a scalable design system, a fixed creative core covering stage and keynote design, spatial branding, signage and wayfinding, and interactive installations, that could be equipped to any of the three cities without compromising quality or brand consistency. The system also extended beyond the venue itself into OOH advertising on trains, carrying the Summit's presence into the daily commute of the local audience ahead of each event.
As Art Director, I led visual and experiential design across all three Summits, taking concepts from initial ideation through to onsite execution. I collaborated with cross-functional teams to deliver cohesive, locally relevant experiences across stage design, spatial branding, signage, digital assets, and interactive installations; while building the scalable design system that equipped the broader design team to roll out high-quality assets strictly aligned with brand guidelines. In total, the work spanned 416 hours of art direction, 2D design, and animation across the three Summits.
AWS Summit ASEAN wasn't a single-market activation — it was built as a repeatable regional system from the outset:
Second consecutive year
Building directly on the prior year's system and learnings, with Singapore alone growing from 5,000+ attendees in 2024 to 10,000+ pre-registered and walk-in attendees this year.
One system, three cities
The same scalable design system equipped the design team to deliver consistent, high-quality experiences across all three Summit locations.
Beyond the venue
OOH advertising on trains extended the Summit's presence into the daily commute, reinforcing visibility ahead of each event rather than confining brand impact to the day itself.