Defining and launching a new-to-world brand at speed and scale.
Project:
Amazon Luna brand development
Company:
Amazon
Role:
Design Director, Brand
Year:
2020
In 2019, cloud gaming was an emerging sector of the gaming industry (at the time, estimated to be worth $220B—more than movie and music industries combined). Unlike traditional gaming consoles, cloud gaming leverages the computing power of centralized server clusters and high-speed internet to deliver enhanced gaming experiences to audiences, requiring only a screen and internet connection to play.
Leveraging AWS servers, Luna would be Amazon's first foray establishing a gaming platform. Its key competitor—Google’s Stadia—had launched 6 months prior, so time to market for the new brand was a critical.
When an outside agency partner had become stalled, my team was engaged to take over and finalize and align the Luna brand within the existing Amazon portfolio of brands. Over the course of 3 months, I led a team of designers responsible for brand architecture and naming, brand identity, packaging, campaign and product UX/UI integration, and brand guidelines.
