Client:
Amdocs
Project:
Brand System, Visual Identity, Enterprise Storytelling
Team:
LP/AD
My role:
Art Director & Senior Designer
Tools:
Photoshop, Illustrator, Mid Journey, Firefly, Adobe CC
Overview
Amdocs Cloud offers complex enterprise services that are powerful but difficult to visualize. The goal of this project was to translate cloud modernization, scalability, and transformation into a compelling visual language, using AI-assisted imagery to make the intangible feel intuitive, human, and visually striking.
The Challenge
Cloud services are abstract by nature. Traditional stock imagery failed to express the scale, flexibility, and intelligence behind Amdocs’ offerings. The challenge was to create a visual system that could literally and metaphorically represent “the cloud” while remaining credible, consistent, and scalable across enterprise communications.
As the Art Director, I led the creative vision and execution for the Amdocs Cloud visual system, shaping how complex cloud services were translated into a cohesive, story-led design language.
I defined the conceptual approach, oversaw the use of AI-assisted imagery, and established visual rules that balanced experimentation with enterprise credibility. I collaborated closely with strategy, content, and stakeholder teams to ensure the work clearly communicated Amdocs’ cloud offerings while remaining scalable across presentations, campaigns, and brand touchpoints.
Storytelling & Creative Concept
We approached the cloud as a narrative device, not a background element.
Using MidJourney, we explored visual metaphors where:
• Cloud infrastructure became luminous forms and atmospheric layers
• Data flow was expressed through light, motion, and depth
• Transformation was shown through emerging clarity within abstraction
The result was a system where cloud services weren’t explained with diagrams, but felt through imagery.
AI Workflow & System Design
• Used Mid Journey to generate abstract cloud-inspired imagery aligned to specific service themes
• Curated, refined, and composited AI outputs into controlled, brand-safe visuals
• Defined rules for colour, contrast, scale, and composition to ensure consistency
• Built modular templates for presentations and campaigns using AI imagery as a core system element
• Balanced experimentation with strict production standards to maintain enterprise credibility
Outcome
The final system gave Amdocs Cloud a visually distinctive and future-forward language that elevated how its services were communicated. The AI-assisted approach enabled rapid exploration, richer storytelling, and scalable production, allowing teams to create visually compelling materials without sacrificing clarity or brand control.
Turning cloud services into stories you can see.
