AMAZON CWS EMEA
Services
Brand identity design, Brand slogan
Client
Amazon CWS EMEA
Deadline
7 days
Objective
Creation of identity for a brand new Amazon Connect With A Specialist CWS service in EMEA
When Amazon announced a competition to define the visual identity of this new initiative, we responded with more than visuals. We offered a vision — a complete, interlinked identity system uniting form and meaning.
In just 7 days, we delivered four fully developed identity proposals, from which one complete system was selected: a custom logo and the official brand slogan, both conceived and designed by our team. Together, they form a coherent visual and verbal structure, built to represent trust, connection, and purpose.
A SYMBOL OF UNBREAKABLE CONNECTION
The chosen logo is a typographic monogram, composed of stylized magnetic shapes forming an impossible Penrose figure. It is not a visual trick — it is a story told through form:
Magnetic attraction – symbolizing the relationship between client and specialist
Constructive stability – a closed system expressing resilience and partnership
Harmony within complexity – transforming challenge into clarity through structure
The impossible becomes tangible. The paradox becomes strength. The shape becomes purpose.
From this core concept emerged the brand’s verbal anchor — a slogan that mirrors the symbol:
CONNECTION MAKES THE IMPOSSIBLE POSSIBLE
Developed in parallel with the logo, the slogan gives voice to the same values. It encapsulates the mission behind CWS EMEA: that through genuine interaction and expert support, any complexity can be made manageable. It is not a caption — it is the distilled essence of service.
SPEED. STRATEGY. PRECISION.
Under intense time pressure, we delivered:
Four unique visual directions — fully formed and strategically distinct
Collaborative iteration cycles with Amazon’s internal teams
Final delivery of brand assets, ready for global implementation
Every step was intentional. Every detail aligned. The outcome: a visual identity built to carry Amazon CWS EMEA forward with confidence.
THE OUT0F APPROACH
We don’t just create logos — we build systems that speak. With Amazon CWS EMEA, we developed a dual-channel identity, where form and language work as one.
The logo is the structure. The slogan is the promise. Together, they embody the CWS mission: transforming complexity into clarity, through trust.