Relaunching Amazon’s highest-rated brand, basically.
Project:
Amazon Basics brand refresh
Company:
Amazon
Role:
Global Creative Director, Brand
Year:
2020
Amazon Basics lacked a meaningful tie to the larger and recently updated Amazon.com retail positioning and branding. Tethering this $10B brand to the retail brand allowed for the development of a supportive positioning and ensuing brand expression that reinforced shared attributes while building mutual equity in both brands.
I led a multi-disciplinary team responsible for updating positioning, tenets for product/category/portfolio alignment, visual and verbal brand expression, multi-lingual global packaging design, and guidelines.
