MARKETING PROMOTIONS DESIGN SYSTEM: IN-STORE & MOBILE

IN-STORE NAVIGATIONAL PHOTOGRAPHY

LAUNCH MARKETING ROTATION: MERCH MAP

NAVIGATION PLANOGRAM

Built @ 100% Scale for Navigation Development & Reviews

STORE OPENING SIGNING SYSTEM GUIDELINES

amazon go Marketing & environmental launch kit*

OVERVIEW
I led the brand marketing design development and rollout for the public launch of Amazon Go, creating a cohesive and scalable customer experience across brand, environmental, and marketing touchpoints. Through a comprehensive audit of the beta brand, I clarified and refined brand expression ahead of public launch, establishing design systems and working guidelines built for cohesion, simplification, and long-term scale. When Amazon Go opened to the public in January 2018, the brand experience supported a new way to shop—fast and frictionless, yet warm and food-forward—humanizing an innovative retail concept through thoughtful design leadership.

ROLE
Art direction, design strategy, design, and oversight of production designers

DELIVERABLES
Updated/expanded brand guidelines focused on multi-channel brand cohesion (print, digital, environmental). Promotional and navigational environmental design systems. Photoshoot art direction. Visual merchandising and production documentation (merch maps, planograms, spec sheets). Creative operations development and execution.

*Project is under an NDA.

Creative Direction: Ashley Arhart
Brand Design: Fred Carriedo