For Amazon’s AfroTech 2024 networking event in Houston, I was tasked with creating a bold and culturally resonant visual identity that would unify attendees and celebrate Black excellence. I led the design of the event t-shirt and supporting visual assets, drawing inspiration from the Houston skyline and themes of legacy, empowerment, and community. My creative direction introduced the L.E.A.D. acronym—Legacy. Excellence. Abundance. Delivered.—which became a central message for the event experience across swag, social media, and on-site branding.
Design a visual identity for Amazon’s AfroTech 2024 networking event that reflects cultural excellence, connection, and leadership. The design needed to resonate with attendees, spark brand affinity, and unify the event experience across digital, print, and apparel.
I led the creative concept and design execution for the event. • Tools: Adobe Illustrator, Photoshop, and Canva • Collaborated with event leads, vendors, and brand reviewers
A custom t-shirt design centered around Houston’s skyline and an Amazon smile sunburst Bold L.E.A.D. messaging (“Legacy. Excellence. Abundance. Delivered.”) which became a visual and cultural anchor LinkedIn/social media banners Hashtag branding (#LEADxAMAZON) across event materials Print-ready deliverables for vendors and signage
Over 40+ Amazon employees received custom shirts, creating a sea of unified branding at the event The shirts were highly praised by participants and highlighted in post-event photo coverage and internal newsletters. The event introduced 773 net new candidates to Amazon’s recruiting funnel and achieved a 40% RSVP-to-attendance rate—well above the historical average of 30%. The phrase “Legacy. Excellence. Abundance. Delivered.” became a theme woven into the entire event, receiving recognition across internal comms and attendee feedback. Positive reception on social media and LinkedIn, including posts from senior leaders L.E.A.D. acronym was widely embraced as a rallying cry and thematic thread Elevated attendee experience through design consistency and memorable aesthetics Helped increase engagement and retention at AfroTech for Amazon’s recruitment outreach
How intentional, culturally relevant design can deepen connection and drive belonging How to work cross-functionally with program leads, vendors, and marketing teams The importance of delivering both aesthetic excellence and logistical readiness for large-scale events • The importance of culture-driven design that reflects the communities we’re serving.
Above and below, earlier design concpets that didn’t make it to final print
