Amazon Holiday Style Guides
An award-winning global design system.
Challenge
Amazon’s global competition to design the Holiday Style Guide for the peak shopping season, ensuring consistency across the globe.
Solution
Inspired by family moments and cozy atmospheres, my design used warm colors and organic lines to evoke love, togetherness, and festive cheer.
Results
Selected as the official guide, my concept helped create 57k+ holiday graphics, driving consistent, impactful promotions across 200+ designers and global markets.
Role: Design Lead – Branding, Icon Design, Illustration
Team Partners: Global Marketing Leadership, Brand, Product Management (Electronics, Toys, Fashion, etc)
Sketches
Organic lines were used to express spontaneity and joy in the family.
Joyful moments
Vibrant colors and gradients highlight the happiness of family gatherings, inspiring customers to give thoughtful gifts to loved ones.
Spontaneous & cozy
Organic lines evoke a homemade feel and graceful, spontaneous gestures, creating a warm, intimate atmosphere.
"This is Amazon's most important style guide all over the globe. Flavia and her team did an amazing job!"
Hafiz Huda, Amazon Creative Director
Toys graphics
Onsite graphics
"The leadership is extremely thrilled by these style guides. This is the 1st time I've seen an outstanding iconography at Amazon."
Cat Realce, Amazon Creative Director
Live content
Results
200 designers around the world in every shopping category adhered to the style guides.
The style guide graphics were used in more than 57k holiday promotions during the fourth quarter of 2015.