Conflux is Amazon’s internal design conference, focused on inspiring and building the design community through keynote speakers and collaborative sharing.

The event is held annually, and the 2023 edition spanned two days, centered around the theme of “Strategic Craft“, which highlighted design’s potential to drive both positive change and strategic business value.

The primary visual drew from the tension between penetration and refraction in glass materials, through iridecent lenses over typography to illustrate the event’s concept.

Just as strategy gives craft direction, the two are inseparable, like two sides of the same coin, reflecting one another.