AWS at VivaTech 2025: Translating Brand into Experience
How do you make a brand impossible to ignore – at one of the noisiest stages in tech?
That was the challenge AWS faced heading into VivaTech 2025, Europe’s largest emerging tech event. With a bold new visual identity and a high-stakes presence in Paris, AWS needed more than a booth. They needed an immersive brand experience that would cut through the chaos, speak across industries, and leave a lasting mark.
The rebrand had introduced a more expressive, vibrant AWS identity, rich in colour and nuance. But live events demand more than visual consistency – they need spatial storytelling, intuitive flow, and bold stand-out appeal.
Held in Paris from June 11-14, VivaTech brought together global leaders across sectors from telco and AI to energy and sustainability. AWS needed its booth to flex across multiple verticals while preserving brand unity and offering a premium partner platform.
And this year, the brief came with added complexity: it included high-profile collaborations with NVIDIA and a live F1 simulation both of which needed visibility but couldn’t overshadow the AWS brand.
Solution: AWS brought in JPC with a clear ask, but high expectation: Make the new AWS brand visible, powerful and impossible to ignore.
With this in mind, we started translating the refreshed AWS identity into a cohesive spatial experience – one that could flex across industries while maintaining brand coherence.
We refined the palette for impact
AWS’s new visual system includes an expansive palette of over 100 colours and gradients. Working collaboratively with the AWS global and French teams, we curated a targeted colour strategy that balanced energy and elegance.
Then we optimised the design for visibility and flow
JPC landed on a bold, architectural concept centred around:
A high-impact overhead lightbox
A glowing square canopy that framed the stand from above and ensured visibility across the vast show floor. It drew the eye while referencing AWS’s refreshed brand in a dynamic new form.
Segmented but seamless demo zones
Each vertical had a clearly defined area, delineated through pattern and colour. Despite the segmentation, the visual held firm – every element felt unmistakably AWS.Modular partner integration
NVIDIA’s branding and the F1 installation were woven into the space without diluting brand clarity. Strategic lighting and framing helped these experiences shine – within the AWS narrative, not outside it.
And executed it seamlessly
We worked closely with AWS’s France-based production team, aligning UK strategy with on-the-ground delivery. Time zones, language and timelines were all managed with clear communication and collaborative problem-solving. The result was operationally robust and visually seamless.
Outcome: JPC delivered exactly what AWS asked for – setting a new global benchmark for brand experience.
The AWS stand was among the most striking and recognisable at VivaTech 2025. It became a draw for attendees across sectors and received internal and external acclaim – positioning AWS as both a technology leader and a design-forward brand.
Beyond the aesthetic success, the booth established a benchmark for AWS’s global events team to adapt across future exhibitions. This project wasn’t just a successful booth, it was a proof point of how brand application, strategic creativity and cross-functional collaboration can elevate a corporate presence into an immersive brand flagship.
As AWS continues to scale its brand across global markets, VivaTech 2025 now serves as a blueprint for how to do it right – balancing modularity with meaning and visibility with vision.
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“The event went very well. We’re proud of what we accomplished this year. The brand colours and design were game-changing – thanks to you and your team. I can say we were the best booth.”
David Nataf, Senior Marketing Manager & Brand Lead, AWS Paris