Guangyi Li Portfolio

Amazon

About the project

Focus

Campaign systems, partner marketing, digital assets, motion-ready design

Role

Art direction, visual design, template system design, brand adaptation,
motion direction

Deliverables

Campaign assets, ebook templates, social graphics, partner marketing systems, motion frames, web components

A scalable design system for fast-moving AWS campaigns, partner marketing assets, motion direction, and digital experiences.

Task

AWS campaigns move across many formats, audiences, partners, and production needs. The challenge was to create design work that could stay aligned with evolving AWS brand guidelines while remaining flexible enough for different campaign stories and partner visual languages.

Design approach

Decode the brand

I reviewed AWS brand updates and translated them into practical design rules for layout, typography, color, imagery, and asset behavior.

Build reusable systems

Templates, components, and repeatable layout patterns helped reduce one-off design decisions and support faster production.

Enable the team

The systems were designed to help other designers move quickly while maintaining quality, consistency, and brand alignment.

Adapt across brands

For partner campaigns, I adapted to each partner’s visual language so the work could feel native to the partner brand while still supporting the AWS campaign context.

Design approach

Decode the brand

I reviewed AWS brand updates and translated them into practical design rules for layout, typography, color, imagery, and asset behavior.

Build reusable systems

Templates, components, and repeatable layout patterns helped reduce one-off design decisions and support faster production.

Enable the team

The systems were designed to help other designers move quickly while maintaining quality, consistency, and brand alignment.

Adapt across brands

For partner campaigns, I adapted to each partner’s visual language so the work could feel native to the partner brand while still supporting the AWS campaign context.

Design approach

Decode the brand

I reviewed AWS brand updates and translated them into practical design rules for layout, typography, color, imagery, and asset behavior.

Build reusable systems

Templates, components, and repeatable layout patterns helped reduce one-off design decisions and support faster production.

Enable the team

The systems were designed to help other designers move quickly while maintaining quality, consistency, and brand alignment.

Adapt across brands

For partner campaigns, I adapted to each partner’s visual language so the work could feel native to the partner brand while still supporting the AWS campaign context.

Scalable template framework

I created reusable templates that helped teams produce campaign assets faster while staying aligned with AWS’s evolving brand direction.

Template system

The ebook template system translated AWS’s visual direction into a practical production tool for the design team. It gave designers a clear structure for building long-form content while maintaining consistency across covers, section pages, charts, callouts, and CTA moments.

Layout logic

The templates defined how content, imagery, color, and hierarchy should work together, helping each page feel flexible but still connected to the larger system.

Designer enablement

The goal was to reduce repetitive production decisions and give the team a faster, more reliable way to create campaign-ready assets.

Multi-brand partner campaign assets

For partner marketing work, the design direction was driven by each partner’s brand rather than AWS’s visual system. My role was to quickly understand different partner guidelines and translate them into campaign-ready assets that looked and felt native to each brand.

Motion-ready campaign direction

Play video

For campaign animation assets, I designed visual compositions that could transition naturally across frames. Modular graphic elements, layered depth, and clear focal points helped support motion production while keeping the story easy to follow.

Motion-ready campaign direction

Play video

Digital Experience

Scalable web layouts

I translated the AWS visual direction into digital layouts for developer-facing experiences, balancing brand expression with usability, content hierarchy, and scalable page structures.

Modular web components

Reusable content blocks and layout patterns helped the design scale across different page needs without requiring every section to be redesigned from scratch.