Signage design lead for AWS re:Invent — the world's largest cloud computing conference, with 60,000+ attendees across six Las Vegas venues. Responsible for the full signage program: wayfinding, environmental branding, functional signage, and digital displays. The unified AWS signage system, built and documented in Figma, powers thousands of signs across the entire event. In 2024, 82% of digital signage was automated, increasing output by 150% YoY.
re:Invent is AWS's flagship annual conference and the most complex signage program in the AWS event portfolio — six venues, thousands of signs, and a multi-building campus that 60,000 attendees need to navigate intuitively. As signage design lead, the role spans creative direction, system design, agency oversight, and on-site execution.
The signage system deployed at re:Invent is the same unified framework used across all AWS-hosted events globally. re:Invent is where that system is stress-tested at its highest possible scale.
Designing a signage system that functions seamlessly at the extreme end of scale — thousands of signs, six distinct venues with different spatial configurations, multiple simultaneous event tracks, and complex multi-building wayfinding — while remaining part of a unified framework that also serves the smallest regional summit.
Maintaining brand consistency and wayfinding clarity across a campus of that complexity, with a global network of agencies responsible for production and installation, requires design infrastructure as much as design execution.
