In This Together: Program Narrative Framework
Amazon Inclusive eXperiences and Technology (IXT), PXT Division
The Problem
Amazon's In This Together initiative had real organizational weight behind it. It was designed to build trust, create community connection, and bring Amazon's Leadership Principles to life at scale across global events and activations. But the program's story lived across disconnected decks, webpages, and documents with no unified voice, no clear audience journey, and no single source of truth for internal or external stakeholders.
The ask was to take all of that fragmented material and build something coherent. A document that could brief executives, align cross-divisional teams, and serve as the strategic foundation for a program designed to expand globally.
What Was Built
A sequenced narrative framework moving audiences through five stages: Intent, Experience, Engagement, Opportunity, and Impact. The document established a clear strategic position for the program, defined what the experience was and explicitly what it was not, and built a scalable architecture that could be adapted across Amazon divisions including AWS, Ops, Stores, PXT, and Devices.
It was designed for two audiences simultaneously. Internal stakeholders needed to understand the program's purpose and scope. External partners needed to understand how to show up in it.
The Scope
The work touched experiential design direction for large-scale conference activations including AfroTech and NeurIPS, ambassador training frameworks, interactive touchpoint strategy, and program messaging across digital and physical channels. Accessible and inclusive design standards were embedded throughout.
Cover & Strategic Position
The opening establishes what this program is and what it is not. That distinction, "this is not event marketing," does the most important work of the document. It reframes the entire program before a reader gets to the details.
Experience at-a-Glance
This section defines how the physical experience was designed to work, from the booth environment to ambassador behavior to the five-stage audience journey from curiosity to action. Strategy and execution documented in the same place.
Impact and What’s Next
The closing section connects the program back to Amazon's Leadership Principles and frames the path to global expansion. It closes the loop between what was built and why it matters at an organizational level.