Amazon Business is Amazon’s B2B platform, built to help organizations purchase at scale while providing tools that simplify procurement. It operates as a distinct shopping experience from Amazon Retail, with the challenge of clearly signaling “this is for businesses” while still feeling unmistakably Amazon. My role as the lead of creative at Amazon Business was to establish Amazon Business as a credible, standalone brand while aligning with the Amazon ecosystem.

Role: Global Creative Director and Team Lead. Previously Co-Lead Designer from 2020–2021.

Team: One Art Director, two Contract Production Designers, one Motion Designer, one Project Manager, and one Creative Resourcing Manager.

To understand the current Amazon Business brand, it helps to see where it started. Below is a condensed view of the brand evolution, beginning with the agency-led guidelines we inherited in 2020 and how we systematically evolved them into the system in use today using customer research and insights.

Each evolution is a long story, one best shared in a portfolio review. :)