Graphic Design
Amazon Fresh
Senior Brand Designer
As a graphic designer at Amazon’s Seattle headquarters for nearly four years, I specialized in the grocery delivery department, contributing to brands like Amazon Fresh, Prime Now, and Whole Foods Market. My role included creating brand guidelines, leading the creative launch of Amazon Fresh Pickup, art-directing seasonal marketing campaigns, managing the grocery bag program, and redesigning the Amazon Fresh logo.
Brand Book
The brand book united creatives and marketers through identifying the personas we serve and detailing our mission.
After this rolled out, I created digital and print templates and trained our production designers on the new guidelines.
Amazon Fresh Pickup
I was the creative lead for the launch and subsequent marketing campaigns for Amazon Fresh Pickup, which had two locations in Seattle.
I designed everything from parking signs, direct mail, landing pages, social media, way-finding, signage for conferences, brochures and digital marketing across Amazon.com. Over the course of two years, I completed over 70 different design projects (I counted, I promise).
Photo art direction & seasonal stores
Some of my favourite projects included the art direction of digital seasonal stores. Because really, food is the most important thing around the holidays (family is okay too…but I’m really in it for the pumpkin pie).
For the holiday season, we created a series of family scenes and food imagery showcasing the joys of planning and prepping a holiday meal. With these assets, we built out the shopping experience and traffic drivers for promotion.
Bags. Bags! BAGS!
Between Amazon Fresh, Prime Now and Whole Foods Market, we were the nation’s biggest distributor of recycled paper grocery bags. And with Amazon’s footprint being largely online, grocery bags and cardboard boxes were the only branded asset in the physical world.
As the program manager, I worked closely with operations, spoke to the printers daily, managed print design and wrote many, many docs about production and distribution strategy.