“Alexa, what’s an Echo?”
Project:
Amazon Echo and Alexa brand refresh
Company:
Amazon
Role:
Design Director, Brand
Year:
2017
In 2017, Amazon Alexa had hundreds of internal and external marketing partners creating thousands of branding, packaging, and advertising materials that included or highlighted the brand, yet there were no comprehensive brand guidelines available. As a result, customer confusion slowed adoption of Alexa and Alexa-enabled devices—Amazon Echo—compromising business growth in a key new revenue center.
Partnering with the Alexa and Echo markeitng lead, I led a team of designers to codify the distinction between the Alexa and Echo brand identities, develop a scalable brand architecture that could be applied to other device brands, refine the look and feel of the current Alexa and Echo branding and elements, and develop documentation and guidance for internal and external partners.
