As the lead designer for Amazon’s Black Friday/Cyber Monday event style guide, I developed a visual identity that is instantly recognizable and attributable to Amazon by leveraging the brand’s most recognizable assets: a shipping box and packaging tape.
Through each style guide element, these brand assets were dialed up to communicate deals through dynamic tape angles, bold typography, layering, and a simplified color palette that’s rooted in brand expression. Festive accents were also added to nod to the season.
As a part of this project, I worked to develop an expanded suite of static and animated assets, a library of custom photography, and created over 300 custom template variations that allowed the visual system to scale globally.
For the on-site app experience I worked alongside a motion designer to create 3 second splash screen animations that increased customer awareness and anticipation of the shopping event.
Alexa Mcnae — Creative Direction
Matthew Schnirman — Copywriting
Andrew Nam — Motion Design