In February 2024, I partnered with the Brand Strategy team on Amazon Ads' first major brand refresh since 2021, serving as the accessibility subject matter expert throughout this year-long initiative. This comprehensive rebranding strategically aligned our visual identity with evolving business objectives while preserving the brand equity and customer trust we'd built over years of market presence.
ROLE
Lead designer
Accessibility SME
TEAM
Marcellus Neel
Vivian Gomara
Hannah Phillips
Kino Zhou
AGENCY
Saffron
Throughout the initiative, there were four critical challenges that needed to be addressed: establishing brand distinction in a competitive landscape, integrating design seamlessly with business strategy, developing scalable creative systems, and maintaining consistency with the overall Amazon brand family.
I drove design quality and accessibility compliance through audits of external agency work, built self-serve template systems that increased team efficiency, led art direction across cross-functional design reviews, and developed event templates that ensured brand consistency across our event portfolio.
