Client: Amazon - Internal & External Communications Teams

Role: Art Director & Designer

Challenge: Come up with the campaign branding for Amazon Goes Gold 2019, and implement the branding across 22 countries and 50 event activations in under three weeks.

Process: On the right you can see an image of three different visual design explorations of how the campaign could have looked. Leadership decided to settle on the safest design direction, which was used above.

Solution: Created digital internal and external asset kits that included all branding elements and examples of how to use them, this was handed off to Amazon’s global teams and agencies. Created a variety of locked assets to be printed and shipped to sites including t-shirts, pins, van wraps, and posters.

Performance: As a result of this campaign 40K Amazon employees wore pajamas from 200 sites and corporate offices across 26 countries. 3,000 Amazonians formed 193 teams and participated at St. Jude 5K Walks/Runs across the U.S. in 60+ cities, raising $90K for St. Jude. The hashtag #AmazonGoesGold drove more than 3,200 mentions from customers and employees. In total, Amazon’s donations of more than $4 million to their partner organizations and hospitals will impact more than 43K children and families worldwide.