Amazon Fresh
Senior Brand Designer
I spent the better part of four years as a graphic designer at Amazon headquarters in Seattle, Washington. Most of that time was spent working for their grocery delivery department, which includes Amazon Fresh, Prime Now and Whole Foods Market on Amazon.com.
During my time there I rebuilt their brand book, I was the creative lead for the launch of Amazon Fresh Pickup, art-directed seasonal marketing campaigns and managed the grocery bag program.
All the while, Amazon acquired Whole Foods Market and the service became free for Prime members by eliminating the additional monthly fee.
I even redesigned the logo before departing in 2019.
Let’s start with the brand book
The brand book united creatives and marketers through identifying the personas we serve and detailing our mission. I sat with every team member, pulled together all the relevant info and redesigned our doc.
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).
It was important to me that the brand look and voice remained consistent with both Amazon Fresh and the Amazon brand.
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!
At first it doesn’t sound that exciting but believe me, it was. 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.