The retail brand is one of Amazon’s most important touch points. The goal of this project was to simplify and clarify the global visual expression of the retail brand. As lead designer, I created internal brand guidelines that streamlined and contextualized all elements of the brand, art directed photography that exemplified brand expression, and designed a customer-facing landing page leveraging the updated visual expression.

From photography tenets and icon systems, to type treatments and color percentages, I collaborated alongside an amazing group of creatives across Amazon for over a year to simplify the expression of the retail brand.

During this project, I had the opportunity to art direct photography that reflects the updated visual expression. I collaborated with programs, brands, and categories across Amazon to capture images and products that represent the many offerings available and feel true to the retail brand’s welcoming, simple, and optimistic spirit.