Amazon needed a refresh for their 2025 Upshift Live in Nashville, Tennessee. We took inspiration from the work of the year previous by continuing to use our vertical patterning, but wanted to give it a twist that pulled a bit more on the heart strings. We decided to pay homage to moments on the open road while keeping dynamism and color interactions center stage. Using monolithic swaths of the brand gradient we created impactful moments of verticality and vibrancy, suggesting growth and forward momentum in both structure and in our animations. Bright brand colors and smooth transitions combined to please the eye and speak to growth from both an individual’s perspective and the greater whole, filling screens and vertical structures with light inspired by sunrise and sunset.
Our palette was inspired by these magical moments on the open road, reflecting the ever-changing, awe-inducing visual displays of sunrise and sunset that AFP's and their drivers regularly experience as part of their daily journey. Immersive in design, these gradients appear throughout the 2025 Upshift Live event—subtle reminders of how savoring every moment and finding beauty in little things can carry us through the day.
Our palette was inspired by these magical moments on the open road, reflecting the ever-changing, awe-inducing visual displays of sunrise and sunset that AFP's and their drivers regularly experience as part of their daily journey. Immersive in design, these gradients appear throughout the 2025 Upshift Live event—subtle reminders of how savoring every moment and finding beauty in little things can carry us through the day.
