Channeling a more expressive point of view.
Project:
Amazon Fire TV brand refresh
Company:
Amazon
Role:
Design Director, Brand
Year:
2018
In 2017, Fire TV was the number three connected-TV device brand with over 35M monthly users. As the Fire TV product family expanded into new marketplaces, it was more important than ever that the brand was clearly established in a highly competitive and confusing OTT industry to enable growth. Customer insights revealed whitespace in anchoring the Fire TV brand position in making the entertainment experience magically simple. A comprehensive refresh of the brand identity was needed to clearly express this position to customers, globally.
As design director within Amazon’s central marketing orgnaization, I led a team of designers responsible for providing brand identity support to various lines of business around the company. To support the launch of several future initiatives within the Fire TV portfolio, my team was engaged to refresh and align Fire TV to the brand architecture I had previously developed for Amazon Echo and Alexa. This effort included updated logos and iconography, expanded color palette, type and photo treatments, and a new campaign and go-to-market look and feel—all documented within comprehensive global brand guidelines.
