![project_header.jpg](https://images.squarespace-cdn.com/content/v1/61932895ff92555f84e6b35d/f5ef8afc-c7c6-4d18-8da6-24c5c3372a88/project_header.jpg)
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.
![US2022DB104_EVENTS_HOLIDAY_BOXES_2_GIF_01_SQUARE_jw_v5.gif](https://images.squarespace-cdn.com/content/v1/61932895ff92555f84e6b35d/295d4d9e-258b-43cd-b7b5-593ffe922538/US2022DB104_EVENTS_HOLIDAY_BOXES_2_GIF_01_SQUARE_jw_v5.gif)
![US2022DB104_EVENTS_HOLIDAY_GIFTS_2_SQUARE_jw_v3.jpg](https://images.squarespace-cdn.com/content/v1/61932895ff92555f84e6b35d/2b59e132-297e-44cf-accf-46d24d67d21c/US2022DB104_EVENTS_HOLIDAY_GIFTS_2_SQUARE_jw_v3.jpg)
![US2022DB104_EVENTS_HOLIDAY_LIGHTENING-DEALS_GIF_01_jw_v4.gif](https://images.squarespace-cdn.com/content/v1/61932895ff92555f84e6b35d/df911b25-3ca5-4174-b7ee-3cf0b5a58659/US2022DB104_EVENTS_HOLIDAY_LIGHTENING-DEALS_GIF_01_jw_v4.gif)
![US2022DB104_EVENTS_HOLIDAY_BOXES_1_SQUARE_jw_v3.jpg](https://images.squarespace-cdn.com/content/v1/61932895ff92555f84e6b35d/8fc8e01f-bd83-4b9b-8d1b-26a7053e99dd/US2022DB104_EVENTS_HOLIDAY_BOXES_1_SQUARE_jw_v3.jpg)
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