Case 03 · Event Identity System
Seller Conference
A key visual has to work in other people’s hands.
A visual system built for the hundredth adaptation rather than the first presentation, across a fixed launch date and a long chain of internal teams and vendors.
The problem
Amazon Global Selling China’s flagship seller event returns each year on a launch date that does not move. Between the key visual and the event floor is a long chain of internal teams, production partners and external vendors.
The output cannot depend on one designer being present for every adaptation. It needs rules that let the identity stay recognisable under pressure.
What I owned
I owned the key visual and the system that extends it: presentation guidelines and templates, expo panels, onsite materials, motion reviews and the rules vendors use when they adapt it.
Most people never see the file I make. They see its hundredth application, produced by someone else at 2am against a deadline. So the deliverable that matters is the rules that let the image survive other hands.
Building the system
“向优、向新、向全球” — ambition, innovation and global reach in one visual language. Shipped.
How it was built
The concept combined ocean currents with sunlight. Blue forms created depth and movement, while orange light became the signal of opportunity. Rather than treating that image as a finished poster, I developed it as a field that could crop, move and carry changing content.
The brief and stakeholder feedback kept changing. AI-assisted mockups converted verbal reactions into visual routes leaders could compare and discuss.
More than six review rounds turned subjective feedback into explicit decisions about readability, colour balance, safe areas, type hierarchy and motion rhythm.
Stage screens, livestreams, social and mobile each exposed different constraints. Channel rules, templates and a vendor feedback loop developed while content was still evolving.
PPT information hierarchy
For the conference presentations, I organised information into clear levels and defined rules for type hierarchy, placement, safe areas and contrast. The guidelines also covered exceptions such as long copy, so teams had a consistent way to handle dense slides.
For an event attended by thousands, these shared rules helped different teams produce consistent, readable PPT decks, with a clear information hierarchy across presentations.
This work laid the foundation for the PPT part of Design MCP ↗: turning presentation design decisions into explicit, reusable rules that a system could later apply.
What carried forward
The yearly image could change because the operating rules stayed clear. Two categories, decided once and inherited by every edition:
Never negotiable, never re-litigated per vendor.
Where the year gets to look like itself.
Evolving the system
How far can the visual language move while every application still reads as the same event? Direction review in progress.
Two directions
I developed two directions in parallel so the strategic choice could be reviewed through images rather than adjectives. Each route uses the same hierarchy and adaptation rules, but gives the year a different centre of gravity.
Format testing
A direction only works when its hierarchy survives different ratios and viewing distances. The 2026 review therefore included panoramic stages, portrait outdoor media, building façades and interior displays before the visual route was locked.
The brand lockup and event-title hierarchy stay fixed. The image field can crop, scale and move around them without forcing every partner to redesign the composition.
One system, two scales
The 2025 identity also entered the Mini App. While content was still changing, the visual field became a stable shell around modular information, and type hierarchy and tap areas were adjusted for a much smaller screen.
A session card on a phone and a panel on the event floor still need to read as one event. The product decisions behind that experience are covered in the Mini App case study ↗.