Photo Library for AWS Industries
The AWS for Industries team was formed to unify 14 distinct industry-based units across the brand under one collective, bringing together experts who tailored offerings to meet specific customer needs for diverse sectors like Games, Healthcare, and Aerospace. However, the separate formations of each unit over time resulted in inconsistent photography styles across marketing materials. To address the need for improved and unified photography, the Brand Creative team developed a comprehensive strategy, creative direction, and executional approach for a photo library that caters to all 14 industries.
Through an interview process with industry leads, it became evident that teams faced challenges in visually conveying the invisible technologies powered by AWS and their benefits to customers. This highlighted the need to create imagery that 1. Draws inspiration from the technological capabilities of AWS services 2. Capture the brand's innovative quality and unique benefits and 3. Incorporates industry-specific cues that would resonate with customers.
Through an interview process with industry leads, it became evident that teams faced challenges in visually conveying the invisible technologies powered by AWS and their benefits to customers. This highlighted the need to create imagery that 1. Draws inspiration from the technological capabilities of AWS services 2. Capture the brand's innovative quality and unique benefits and 3. Incorporates industry-specific cues that would resonate with customers.
Taking this insight into account, two distinct series of photos were created: a studio series and a lifestyle series. The studio work creatively showcases the invisible technology powered by AWS through metaphorical, abstract, and vibrant macro photography. In addition, captivating still life vignettes were created to represent each industry, featuring objects inspired by their unique domains arranged in visually striking and distinctive compositions.
The second series is of lifestyle photography that features diverse people and environments, aiming to establish familiarity and resonance with industry customers.
The result is a photo library comprising 460 studio photos and 500 lifestyle photos. This collection of imagery empowers industry marketers to utilize captivating photography that seamlessly integrates into their campaigns, events, and marketing materials. It offers a range of visuals to effectively communicate both the innovative products at AWS and a sense of industry familiarity for customers.
The second series is of lifestyle photography that features diverse people and environments, aiming to establish familiarity and resonance with industry customers.
The result is a photo library comprising 460 studio photos and 500 lifestyle photos. This collection of imagery empowers industry marketers to utilize captivating photography that seamlessly integrates into their campaigns, events, and marketing materials. It offers a range of visuals to effectively communicate both the innovative products at AWS and a sense of industry familiarity for customers.
