Amazon Holiday Brand Guidelines
An award-winning global standard for peak shopping season.
Award-Winning Design
Amazon's holiday promotions lacked consistency, causing confusion across global markets. To solve this, Amazon hosts a design competition. My winning concept created a unified shopping experience worldwide.
Role: Design Lead, shaping branding with global marketing, brand, and product teams across categories like electronics, toys, fashion, and more.
Celebrating Warmth & Joy
Inspired by family moments and cozy atmospheres, the design features warm colors and organic lines to evoke love, togetherness, and festive cheer.
Global Holiday Guidelines
Developed a flexible UI toolkit for Amazon, unifying visuals across categories and countries with reusable components, including banners, typography, and iconography.
Cross-Platform Consistency
Refined a cohesive and unified visual language across web, mobile, and email campaigns, integrating sponsored ads and onsite graphics.
Global Holiday Impact
Selected as the official guide, my concept shaped 57K+ holiday graphics, unifying design for 200+ designers across global markets.