The project aimed to raise awareness of Amazon's Diversity, Equity, and Inclusion (DEI) efforts and initiatives, fostering a sense of belonging and community to promote inclusivity. A key objective was to drive engagement by encouraging participation in DEI-related programs and events. Ultimately, the project sought to enhance Amazon's brand perception, reinforcing its image as a diverse and inclusive company.

The design route that includes colour palettes (teal, purple, white), typography, and layout that align with Amazon's brand guidelines while also establishing a distinct identity for the DEI initiative. Equally important was communicating authenticity, ensuring that the visuals and messaging resonated genuinely and respectfully with diverse audiences. Finally, the design needed to be impactful, not only visually appealing but also effectively conveying the core message and purpose of the initiative.