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.