Image by Nicole Todd
When the AWS Financial Services team released the latest edition of its Banking on the Cloud report, it wasn’t just business as usual. It was one of the first assets to showcase a newly launched brand identity. For us, it was a chance to bring structure and creative clarity to a high-visibility moment of change.
We’ve designed the report for multiple years in a row, each time adjusting to new content, teams, and visual requirements. This year, the biggest shift came not from the updated content, but from the new look and feel. AWS had recently rolled out its new brand identity, and even internal teams were still interpreting how those changes would translate into real-world assets.
We approached this ambiguity as a design opportunity.
Planning for change, not reacting to it
Before diving into full design, we held a few preliminary meetings with the AWS team to discuss the main brand updates and we provided design samples for how it might be interpreted when applied to the report. Our visual exploration started with simplified style frames that showcased new color options, layouts, and data visualization treatments.
This helped us gauge how far the client was ready to push visually, and where they preferred to tread lightly. By showing high-contrast examples early on, we helped uncover key preferences, gather feedback, and clarify how new visual elements like color, layout, and illustration should be used in practice. The outcome was two big advantages: the AWS team gained clarity on how to apply their updated brand system, and we had the direction we needed to start designing with purpose.
Working ahead with a flexible structure
Because content was still in progress, we created a modular structure using sample copy and trend themes. This allowed us to define visual hierarchy, layout rhythm, and stylistic range without waiting for every word to be finalized.
Once content was ready, we were able to move quickly, thanks to the flexible structure we had set up early on. With clear direction already in place, additional designers were able to jump in to meet a tight timeline without missing a beat.
Building trust through creative clarity
One of the most valuable aspects of this multi-year relationship is the trust we’ve developed with the client team. That trust comes from delivering polished design and helping the client navigate ambiguity, anticipate challenges, and make strategic choices that support their brand.
From rethinking the asset’s cover to aligning visuals with evolving content themes, we brought flexibility without chaos and structure without rigidity. This latest edition of the Banking on the Cloud report shows that design-only engagements can be highly collaborative, and when grounded in the right process, they can move fast without feeling rushed.
If you’re navigating a brand update and need help translating it into real work, we’d love to help.