Amazon Web Services (AWS) marketplace logo in black and white with text and a curved arrow.

Elevating the in-person event experience

Registration area at a conference with people signing in and staff at desks, large digital screens displaying AWS Marketplace information, and attendees walking through the lobby.

Situation

The AWS Marketplace Seller Conference is an invite-only, high-visibility event designed to bring together AWS partners for thought leadership, enablement, and strategic collaboration.

As the event scaled year over year, AWS faced a growing set of creative needs:

  • Unify the visual identity across physical and digital spaces

  • Enhance the speaker and content experience

  • Ensure the event left a lasting impression with attendees

  • Extend the life and value of the event through post-show content

AWS needed a trusted partner who could not only handle execution—but elevate the overall experience from end to end.

Laptop and smartphone displaying the AWS Marketplace Seller Conference 2024 website and registration page. The laptop shows the conference details, including the date, location, and agenda. The phone screen displays a list of upcoming AWS events, including the AWS Summit 2024 and AWS re:Invent 2024.

Insight

For high-stakes events, branding isn’t decoration—it’s a signal. Every touchpoint, from a welcome banner to a speaker deck, shapes how the audience perceives the content, the message, and the brand.

Knack approached this event not just as a production challenge, but as a storytelling opportunity—ensuring every element worked together to reinforce AWS Marketplace’s position as a leader in cloud commerce.

Two men sitting on high chairs at a round table, engaging in a discussion during a conference. Behind them is a blue backdrop with text that reads 'Seller Conference 2023' and 'AWS Marketplace GeekWire Studio.' Professional camera equipment is set up in the foreground capturing the interview against a colorful carpeted floor.
Registration desk at an AWS Marketplace event with staff and attendees in a modern hotel lobby.
Stacks of colorful tie-dye water bottles with carabiner clips, blue AWS branded socks, a gray AWS marketplace tote bag, and informational pamphlets on a white table.
Group of six diverse people at AWS Marketplace Seller Conference, standing in front of a blue backdrop with event details, smiling at the camera.
Two women sitting on a stage presenting a slide about AWS Marketplace integrated programs during a conference. The slide displays a table with various technical categories and descriptions.

Solution

Knack started with an a cohesive event brand and creative system that spanned pre-, during-, and post-event experiences.  We also created a design system and supporting execution templates which informed the end-to-end creative production. Seamless project management across all creative deliverables ensured a polished and cohesive delivery experience. Our work included:

  • Event visual concept: A bold creative direction to unify all touchpoints under a consistent look and feel

  • Design system and templates: Visual guidelines and execution-ready assets to support scalability

  • Onsite branding and signage: Over 50 branded materials including floor stickers, banners, media backgrounds, and animations

  • Presentation design: 25+ speaker decks refined for clarity, consistency, and visual polish

  • Curated swag: Thoughtfully designed takeaways including branded notecards, socks, and giveaways

  • Post-event content: Video editing and content packaging for on-demand access and extended audience engagement

Success

50+

EVENT BRANDED MATERIALS

25+

PRESENTATION DECKS

This event has grown year over year and our key AWS Marketplace stakeholder said:

“I wanted to say thank you again for all your team’s work for the past Seller Conference. Because I was so happy with the work your team produced, we want to go ahead and commit to Knack as our chosen vendor again.”

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