Case 03 · Event Identity System
Seller Conference
An event identity made for vendor production.
I designed the conference key visual and adaptation guidelines for internal teams and production vendors. The 2025 identity is live. The 2026 directions are under review.
The event date was fixed
Amazon Global Selling China’s annual seller conference has a fixed launch date. Internal teams and vendors produce materials in parallel for the event floor and online channels.
They need to know how to crop the artwork, position the event title and handle long copy before production begins.
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.
The handoff included safe areas and type minimums, with examples for different formats. I reviewed adaptations with vendors as the content changed.
The 2025 identity
The shipped identity for “向优、向新、向全球”.
Working through the visual reviews
The artwork combined blue ocean-current forms with orange sunlight. I tested how the image could be cropped around titles and how it would move on screen.
I used AI-assisted mockups to show alternatives during reviews. Stakeholders could compare compositions as the brief changed.
Across more than six review rounds, I documented decisions on readability and colour balance, alongside safe areas, type hierarchy and motion timing.
Stage screens and mobile layouts needed different crops and type sizes. I developed channel templates while reviewing vendors’ adaptations.
PPT information hierarchy
The PPT guide specifies type hierarchy, safe areas and contrast. It includes long-copy examples so teams can apply the same layout rules to dense slides.
Speakers’ decks needed to remain readable across the event. The guide gives teams a common reference when reviewing slide layouts.
These PPT rules later informed the template and validation work in Design MCP ↗.
What carried forward
I documented which elements carry across editions and which can change with the annual artwork.
Vendors use the same specifications for these elements.
These elements can change with each year’s concept and format.
Two proposals for 2026
Both directions use the established event-title hierarchy. Review is in progress.
Fluid field or particle globe
I developed two routes for comparison. The fluid field fits wide and animated formats. The particle globe gives the AI theme a central image.
Format testing
I mocked up both directions on panoramic stages and portrait outdoor media. Façade and interior displays were also part of the review, before choosing a final route.
The brand lockup and event-title hierarchy stay fixed. Vendors adjust the artwork around them for each format.
The conference inside WeChat
I adapted the 2025 identity for the Mini App, adjusting type hierarchy and tap areas for a phone screen. The event artwork framed session content that was still being updated.
See how sellers find sessions and learning content in the Mini App case study ↗.