Amazon Peak 2019 Campaign

Client: Amazon - Internal Operations Communications/Employee Engagement - Ops (IOC/EEO)

Role: Art Director & Designer

Challenge: Peak is Amazon’s busiest season of the year, stretching over 4 months from October to January, it’s when all the logistics centers (delivery, sorting, fresh, etc.) will be hit with high volumes of orders. Internal Operations Communication’s role is to come up with a campaign to keep our global employees motivated and feeling like they’re part of the greater Amazon team.

Process: Originally an agency had been hired to come up with the campaign, but when that fell through I was tasked with coming up with a back-up campaign. My role was coming up with and owning all of the visual designs (with the exception of a single illustration on a t-shirt), and building a kit that could be shipped to our global teams for them to be able to implement the campaigns themselves.

In order to get campaign branding approved by our leadership, we came up with a concept document (seen below) of how the style would live across various assets.

Solution: Using assets from Amazon’s holiday campaigns (Black Friday, Cyber Monday, etc.) I broke out the color palettes across the 4-month period, then designed a type container that could accommodate headlines being translated into various different languages (including Hindi and Kanji characters). The design would remain the same across the entire Peak period, but the colors would change each month to keep the campaign feeling fresh to associates worldwide.