Trailblazing telecom: Setting the benchmark for the latest AWS global brand rollout
Challenge: Rebranding at scale – translating the new AWS brand for the next wave of telecom
In late 2024, AWS unveiled a comprehensive, forward-looking rebrand. To bring this to life within the telecom business unit, AWS for Telecom partnered with JPC to tackle a key challenge: how to translate a broad, tech-centric visual identity into a brand narrative that aligned with a new strategic direction – while remaining relevant to the unique needs of the telecommunications sector.
With multiple high-stakes events on the horizon – such as MWC Barcelona, DTW Ignite and Innovate Americas – there was a pressing need to create a unified, compelling identity that resonated with both C-suite executives and technical audiences across the global telecom landscape.
Expanded colour palette
Gradient Library
Illustration Library
Pattern Library
Data Visualisation Library
Solution: A brand toolkit built for telecom
JPC led the charge in adapting the latest AWS brand refresh for the telecom vertical. The engagement began with the development of a new hero proposition – focused on how AWS empowers telecoms to shift to a software-defined business, transform networks, augment customer experiences, and accelerate innovation through AI.
Supporting this was a bold visual system that translated the AWS brand into telecom-ready expression. Central to this was the intelligent application of the 200+ new colours in the expanded AWS palette – carefully selected and combined to signal both innovation and trust. Gradients, patterns and illustrations from the AWS design system were then curated and adapted to suit the pace and complexity of telecoms. We focused on how best to implement these assets to create a look and feel that felt native to the industry while still sitting neatly and recognisably within the wider AWS brand universe.
JPC’s key deliverables included:
- An industry specific look and feel, bringing the new brand to life for Telecom
- A complete suite of social media tiles, digital video content (including the Hero Vision video and Generative AI proposition), and first-call sales decks
- Consistent presentation templates and event collateral for MWC and DTW
- GTM content promoting an interactive Generative AI Maturity Tool designed to help telecoms benchmark their AI journey and explore AWS capabilities
- A Generative AI Hackathon series, supported with bespoke creative and communications toolkits
- Scalable frameworks for localisation and global event expansion, ensuring brand consistency across regions.
Outcome: Setting the standard for industry expression
The telecom rebrand debuted at MWC25 with standout impact. Featuring the Hero Vision video, generative AI narratives, and a unified design system, the execution caught the attention of AWS’s Global Creative Director, who toured the stand with the creative leads. The project became a benchmark for vertical storytelling – so effective it was later used to inform AWS’s global event branding and extended to other sectors within the business.
By DTW, the assets had evolved but remained rooted in the telecom-first strategy. The work proved not only fit-for-purpose but also highly adaptable – setting the precedent for how AWS verticals bring the rebrand to life across digital, social and in-person engagement.
