Evolving a visual aesthetic for a global entity like Amazon Web Services requires flexibility and patience. New exploration strides hand in hand with preserving the look and feel of years prior, all while keeping up with Amazon's fabled pace of innovation. I helped guide the team in this continuous evolution, simultaneously preserving the feel of AWS and bringing new dynamism and flair to the illustration and iconography systems. That exploration culminated in these built-from-white, cleanly-colored and friendly illustrations, each with small sections left 'unfinished' to hint at AWS' customer-centric outlook. Although AWS begins sketching the picture and building the framework, it's ultimately up to their customers to finish the piece.