Designing Kindle Scout's Visual Identity
A Data-Informed System Behind a 20% Sales Lift and Global Expansion
An Award-Winning System
Amazon launched Kindle Scout, where readers nominated books for publishing. Amazon brought me in to design Scout's visual identity system, which would also be used for author SWAG, later recognized with the Kindle Design Excellence Award.
Role: Design Lead, blending visual identity and creative direction in collaboration with product management and event production teams.
Motion-Inspired Aesthetic
The chosen design features dynamic diagonals, inspired by the italicized "Scout" in the Kindle Scout logo, validated through reader research, creating a dynamic, energetic look.
Genre-Driven Design
Each genre received its own color palette, motion style, and layout treatment: dark tones for mystery, blue for fantasy, beige for literature, pink for romance, a system grounded in what readers responded to.
A versatile, bold, and recognizable system.
Scalable Design
The design enables seamless book cover swaps, creating one cohesive system readers instantly recognize across genres and formats.
Scalable Social Media Templates Across Genres
A win for authors: 40% more time to write. A win for readers: instant recognition. A win for the business: a system built to scale.
SWAG With Impact
From cards to one-sheets to bookmarks, it reached readers at trade shows, events, and book launches.
A System Readers Loved
Kindle Scout's nomination process helped Amazon identify which titles to publish, contributing to a +20% increase in sales for selected titles. It also helped bring +35% more authors to the platform, and the identity expanded beyond the US into Europe and Canada.
“Flavia’s bold, versatile designs and ability to align the team made this identity system a success.”
Thom Kephart, Kindle Marketing Manager
