23 Jun 2025

Amazon x THE/STUDIO

1. About the Client

Amazon is a global leader in e-commerce, cloud computing, and innovation-driven services. With hundreds of thousands of employees worldwide, the company fosters a strong internal culture rooted in diversity, invention, and community. From AWS to affinity groups like Latinos at Amazon, the company champions internal branding as a means of unifying teams and celebrating shared values across regions and departments.

For Amazon, physical branding isn’t just a matter of merchandise—it’s a storytelling tool. Whether it’s recognizing contributions from engineering teams or elevating affinity group visibility, Amazon uses design as a way to celebrate identity, inclusion, and team spirit.

2. Client Needs

As part of ongoing internal initiatives and team-building programs, Amazon sought a trusted partner that could help bring diverse branding concepts to life—visually, physically, and meaningfully. The needs spanned multiple teams and use cases: from AWS recognition patches, employee resource group (ERG) branding, to internal campaign support and giveaways.

Each item needed to feel premium, intentional, and consistent with Amazon’s global design language. At the same time, each project had to reflect the distinct identity of its group—requiring flexibility, creative collaboration, and scalable production. Fast turnarounds, precise quality, and creative partnership were non-negotiable.

3. Our Solution

Over a multi-year relationship, THE/STUDIO partnered with Amazon to develop and deliver a diverse range of custom products, including embroidered patches and soft enamel pins, tailored for different teams, departments, and cultural moments.

One standout piece was a custom soft enamel pin designed for AWS. Shaped like a cowboy hat and featuring the iconic “aws” logo integrated into the brim, the pin blended technical identity with playful design—resulting in a collectible that felt both premium and personal.

For Latinos at Amazon, we created bold embroidered patches that celebrated culture and community, using vibrant colors, precise stitching, and thoughtful layouts. Each design reflected the values and energy of the group it represented.

From creative direction to sampling, and all the way through global fulfillment, THE/STUDIO ensured Amazon had the tools to bring its internal brand stories to life—on time, at scale, and with flawless attention to detail.

4. Final Outcome

The items created through this partnership have been distributed across a variety of Amazon events—from internal conferences to ERG celebrations and recognition rollouts. Employees wear the patches and pins on jackets, backpacks, hats, and lanyards. Many proudly display them at their desks, creating visual symbols of team pride and cultural identity.

The AWS enamel pin, in particular, became a favorite among engineering teams, celebrated for its clever form and crisp enamel execution.

Each item—whether subtle or bold—contributed to a stronger internal culture and provided a lasting way for employees to connect with one another through shared symbols.

5. Results

THE/STUDIO has produced hundreds of custom pieces for Amazon, including dozens of distinct designs across multiple departments and initiatives. The collaboration has supported Amazon’s internal branding goals with physical products that resonate on a personal level.

By consistently delivering premium patches and pins with speed, flexibility, and design THE/STUDIO has become a trusted creative partner to one of the most recognizable companies in the world. The Amazon x THE/STUDIO relationship is an ongoing testament to how small, well-crafted items can make a big impact across a global organization—one patch, one pin, one team at a time.