Narrative System for Amazon Futures | Tolleson
A Shared System for What’s Next
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Amazon Futures approached us with a simple, yet difficult goal: to align their many, disparate teams under one shared purpose and storytelling system.
Our work began with understanding how the teams operated, where stories were breaking down, and what clarity would look like inside an organization of Amazon’s scale. Our desire was to build a shared identity system that respected their differences while giving them enough common ground. Through a simple logomark, consistent narrative structure, modular templates, and clear language tools, the system made complex ideas easier to communicate and scale.
Together, we didn’t just build a flexible storytelling framework, we built a shared way of working—one that Futures teams could adopt, adapt, and extend over time.
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Project Information
Project
Information
Services
Visual Identity
Go-to-Market
Visual Identity
Go-to-Market
Deliverables
Logo
Brand Architecture
Visual Language
Templates
Presentations
Logo
Brand Architecture
Visual Language
Templates
Presentations
Industry
Technology
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TEMPLATES FOR ALL TEAMS
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A logo that plays nicely
Flexibility was an important feature for the entire system. The logomark and lockup has to work for a range of different initiatives, with a unifying color palette that feels energizing and still professional.
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AT THE READY
We designed a system of templates that could adapt to fit all manners of content, functional in both Figma and other presentation builds.
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“More than an identity system, this was a way to enable teams to communicate and share with each other.”
Randy Yau, Creative Director, Tolleson
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Extensions and extras
From merch to custom type and slides, the complete identity system was built to expand to an unlimited number of potential use cases across teams.
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Related
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