Amazon needed to show up at NeurIPS, one of the most technical AI and machine learning conferences in the world, without alienating a research audience or diluting its brand. The booth was already built. The challenge was deciding how Amazon wanted to be seen in that space. Should it lean into scientific credibility? Lead with consumer-facing warmth? Show the full breadth of what Amazon does in AI?

I developed three distinct creative directions for the 20x20 booth, each solving the tension between Amazon's generalist brand and NeurIPS's specialist audience. The concepts ranged from science-forward minimalism to future-facing optimism to high-impact visual storytelling. Static wall graphics had to work from a distance, hold interest up close, and invite conversation without a single moving part. The work wasn't about choosing one right answer. It was about clarifying what Amazon didn't want as much as what it did, and moving multiple stakeholders toward alignment on how the brand should feel in that moment.