― AmazonFresh landing page for Thanksgiving
The holiday colour was chosen to be blue, so I made a dark teal linen cloth as background
In September 2018 I took on the role of global Design Lead for the Prime Now and Fresh Holiday season. In order to be more efficient by being on the same time of zone of the central team, I temporarily relocated to Seattle for the whole month of October. It made more sense to be there for attending all the main meetings and guiding our design contractors in person, from Thanksgiving through Black Friday/Cyber Monday, Christmas and all the smaller events in between and after.
I was mainly preparing creative first looks, one event per week, presenting to leadership and sharing with the marketing partners and finally with the production designers, for whom I put together templates for each event. I have been hands-on as well, working on a few sets myself.
― alternative Thanksgiving hero going live on Amazon.com during Black Friday, when the global colours had to switch from blue to green
In order to insure a not too disruptive customer experience, I kept a blue touch in the napkins and added a green table runner across a white wooden table
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.
― Prime Now landing page hero banner for Black Friday deals, live on November 2018
Meanwhile, new junior designers joined the team to help us with the huge holiday design production, so I was training them through preparing design tutorials (e.g. how to create top down views turning a flat product image into 3D on Photoshop) and reviewing their work.
― excerpt from my design tutorial
In 2019, we wanted to create a campaign that would be more characteristic of Prime Now, known for its quirkiness and fun among the Amazon sub-brands.
Making Prime Now stand out was also aiming for a better customer experience, because, like for the previous year, all the sub-brands were asked to follow the colours, illustrations and ground rules established by the global Amazon.com design team, and at that time especially AmazonFresh, which had just had a rebranding, was not looking much different anymore.
Therefore we decided to bring back a particular use of its delivery bag: in the past it had been transformed into characters, e.g. a ghost for Halloween and a bunny for Easter, with notable customers engagement compared to the standard product-centred graphic performance. Witty headlines and copy were key too, and together with the in-house copywriter we were proud to introduce the Holiday Gift Bag, the Black Friday Piggy Bag, the Cyber Monday Bag, and the "Flavor Flav" Bag:
― the bananas, Echo and headphones were just placeholders in all my design mock-ups
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.
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).
We had to consider also each country specific marketing events, e.g. in the US we had "Holiday Meals" and in Spain the "Three Kings" celebration.
― Chef Bag desktop banner and the related top down view
― Three Kings Bag desktop banner and the related top down view
Before my departure from Amazon, I got to mock up a few last concepts for "New Year New You":
― Fit Bag desktop banner and the related top down view
I also explored a 'non-bag' approach but keeping it engaging and playing with the headline:
And just for fun...there was a Rambo Bag too!
