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 hosted 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
Created a flexible UI toolkit for Amazon using colors, typography, iconography, and components, unifying visuals across categories and countries.
Cross-Platform Consistency
Refined a cohesive and unified visual language across web, mobile, and email campaigns, integrating off-site ads and onsite graphics.
Global Holiday Impact
Led the official design guide behind 57K+ assets, aligning 200+ designers worldwide and driving consistency through a unified visual language.