Amazon Rebrand—
Bringing Amazon's global rebrand home.
Uniting a worldwide brand. Creative Direction, Brand Design, and Art Direction across the Amazon Rebrand. Following a foundational rebrand led by XCM and Koto Studio, Amazon faced the ongoing challenge of bringing a transformed Brand Architecture and Design System to life across a massive global ecosystem.
As a Creative Director within XCM, my focus centers on expanding and maintaining this framework to unite 50+ brands, developing global guidelines that empower internal teams and agency partners to build with flexibility while maintaining visual cohesion. To bring this system to life, I lead brand and marketing initiatives locally and globally—delivering cohesive creative across every channel, from digital onsite, social, and POLV to DOOH, display, physical events, and direct mail.
Client: Amazon
Year: 2024-2026
My Role:
Creative Director
Senior Designer
Art Director
Global CCO VP: Jo Shoesmith
GCD: Alexa McNae
CD: Melissa Bradley, Andrew Almeter, and Lacy Muhich
Head of Brand Affinity: Jonathan Cohen
Designers: Melissa Bradley, Michael Woody, Vanessa Hopkins, Jonathan Rinker, Eva Grate
CW: Matthew Schnirman and Torin Daniels
Retail Expression Redefining global retail expression remains a central effort. Built around core elements like Smile Orange and Ember Modern typography, we developed a distinct style of art direction that brings optimism, warmth, and an unmistakably Amazon feel to retail experiences worldwide.
An Every Day Retail Campaign A hard-working retail brand campaign that reminds customers that Amazon is the go-to destination for the everyday essentials they need when they need them, at a reliably low price. Intentional and contextual display and out-of-home activations show up where and when customer needs arise, demonstrate how unexpected, yet everyday, situations can be ‘saved’ with the help of Amazon.