Amazon Fresh Thanksgiving landing page — translating the seasonal blue into a tactile food-focused setting, using dark teal linen to create depth while keeping the product and promotional messaging central.
ROLE
Global Design Lead · Creative Direction · Art Direction · Design
Global Design Lead · Creative Direction · Art Direction · Design
SCOPE
Prime Now · Amazon Fresh · Thanksgiving · Black Friday · Cyber Monday · Christmas · US & international markets
Prime Now · Amazon Fresh · Thanksgiving · Black Friday · Cyber Monday · Christmas · US & international markets
THE CHALLENGE
In 2018, I took on the role of Global Design Lead for the Prime Now and Amazon Fresh holiday season, overseeing the visual direction across a busy calendar of seasonal events and multiple markets.
The challenge was to create a cohesive customer experience across platforms while working within Amazon's established global design language of colours, illustrations and visual guidelines.
THE APPROACH
I developed creative first looks for each event, presented the concepts to leadership and marketing partners, and translated the approved direction into flexible templates for production teams across markets.
Alongside directing the wider creative output, I remained hands-on with selected executions and worked closely with junior designers, developing tutorials and reviewing work to maintain consistency across the large-scale production.
Excerpt from my design tutorial: how to create top down views turning a flat product image into 3D on Photoshop
I had to make sure that we were adhering to the Amazon.com style guides, colours and doodles for those graphics going live on the main site, while keeping consistency throughout the whole customer experiences from one platform to the other.
Thanksgiving hero for Amazon.com — adapting the creative for Black Friday while transitioning from the Thanksgiving blue to Amazon's global seasonal green. A blue accent in the napkins maintained continuity between the two campaigns.
Prime Now Black Friday landing page — a top-down product composition bringing the seasonal offer into the playful, graphic language of Prime Now.
MAKING PRIME NOW FEEL LIKE PRIME NOW:
THE CREATIVE SHIFT
In 2019, we wanted Prime Now to feel more distinctive within the wider Amazon ecosystem — playful, unexpected and immediately recognisable.
We revisited an existing Prime Now visual device: the delivery bag. Previously transformed into seasonal characters such as a Halloween ghost and Easter bunny, it offered an opportunity to create a more ownable campaign language.
Working closely with the in-house copywriter, we developed a series of character-led concepts including the Holiday Gift Bag, Black Friday Piggy Bag, Cyber Monday Bag and "Flavor Flav" Bag, pairing playful visual storytelling with witty headlines.
Early Prime Now holiday concepts — exploring how the delivery bag could become the central character of each seasonal story. The products shown were placeholders used to develop the compositions and visual direction.
For each event we had alternative creatives without the delivery bag character, either because of unsuitable products to display next to it (from a prospective point of view) or because of the country's preference (for example, not everywhere the reference to time and Flavor Flav was immediately recognised). These banners would have the Prime Now classic top down view with a detail from the the bag scene.
DESIGNING FOR DIFFERENT MARKETS
For the secondary banners instead only the event's colour, layout and doodles were implemented. Below some desktop banners I made for the Spanish Christmas Prime Now 'stores' (the various landing pages on the site).
The system was designed to flex across countries and cultural moments, from US Holiday Meals to Spain's Three Kings celebration. Alternative creatives allowed local teams to adapt the campaign according to product selection, audience and cultural context while retaining the core visual language.
Chef Bag — US Holiday Meals: extending the character system into a food-focused seasonal story, with the bag becoming both the visual protagonist and a playful framing device for the products.
Three Kings Bag — Spain: adapting the Prime Now character system for a distinctly local Christmas tradition while maintaining the campaign's overall visual language.
Not every concept made it to production. Some were simply an excuse to see how far we could push the idea:
New Year New You — Fit Bag: exploring a more health-focused interpretation of the character system for the start of the new year.
I also explored a 'non-bag' approach but keeping it engaging and playing with the headline:
And last but not least:
Rambo Bag.
