My Role
Brand identity, positioning & messaging, voice and tone
Links
Abridged brand guide
Amazon Fresh is a grocery store and delivery service.
I worked with a team of fellow Creative Directors to refresh the brand. We built over 100 pages of brand guidelines and trained cross-functional teams on how to implement them.
In our first year, I led our content and editorial team to produce over 3,000 assets spanning a total of 76 projects.
Amazon Fresh
Holiday | For this omnichannel campaign, we focused not just on the savings themselves, but what the savings enable our customers to do. Spending less on groceries at Amazon Fresh allows for more hosting, more feasting, and more quality time during the holiday season.
Back to School | The real customer benefit of grocery shopping for the school season is getting to feel energized and ready to take on new challenges. Our campaign tagline was Fuel your school year, which we brought to life through vibrant colors, lightning bolts, and energetic copy.
