Amazon Holiday: Global Style System

An award-winning global standard for peak shopping season

Award-Winning Design

Role: Design Lead, shaping branding with global marketing, brand, and product teams across categories like electronics, toys, fashion, and more.

Amazon's holiday promotions varied inconsistently across global markets, creating shopper confusion. In response, Amazon hosted a design world competition against 200+ designers, and my winning concept became the foundation for a new global standard.

Data to Design

Customer data pointed to flat, minimalist illustration over detailed styles. User testing then narrowed the palette to what customers responded to most.

One System, Every Category

The result: a flexible design system spanning colors, typography, iconography, and components. Inspired by family moments and cozy atmospheres, the design features warm colors and organic lines to evoke love, togetherness, and festive cheer.

Cross-Platform Consistency

Scaled the design system across every Amazon category worldwide, from Kitchen to Computers & Electronics, Home & Furniture, and Toys, delivering one unified visual language at global scale.