The Challenge

To partner with marketing to create a robust campaign informing Prime members about a new grocery pickup service launching in Seattle. Leveraging existing photo and brand assets, I created thoughtful customer communications including digital marketing, signage, OOH, events, and direct mail.

The Solution

As the design lead, I produced all assets beginning with the beta launch in 2017, and continue to work with our marketing partners to create compelling promotions. My design decisions prioritize educating the customer about the service, and help them imagine how it will fit within their existing shopping habits. I work with imagery and messaging depending on where the customer is in their discovery and implementation of the product, helping them transition from the digital space to the brick and mortar. We continue to test and learn and I push myself to find ways to refresh assets while remaining consistent and on-brand.

In addition to marketing assets, I have been tasked with leading the design for wayfinding signs, which was a new and interesting challenge for me. To achieve this I work with UX designers to understand customer flow and help them interact with both the online and in-person experience with consistency.

The Result

Aside from the beta and public launch debuting on time, I’ve really enjoyed seeing our brand’s increased visibility in the Seattle community with brick and mortar locations. Working on a team to help create a physical extension of the online shopping experience has given me the opportunity to work with everyone from photo art directors to construction crews, copywriters and sign manufacturers. It’s rewarding to go on-site and witness how my work can impact a customer’s movement throughout the space and their overall satisfaction of the service in real time.


AmazonFresh Pickup expands to Prime members in Seattle, with automatic license-plate recognition – GeekWire

AmazonFresh Pickup opens for customers in Seattle – MarketWatch

AmazonFresh opens its grocery Pickup locations in Seattle – TechCrunch

AmazonFresh Pickup opens to the public in Seattle neighborhoods of Sodo and Ballard – Puget Sound Business

Seattle Locations




Brick and Mortar Billboards

Street Billboards

Print Flyers

AmazonFresh Homepage

Pickup Landing Page