My work at Amazon Go shaped much of the approach I bring to Campfire today: Starting with the larger brand strategy, being obsessed with the customer, building a cohesive and flexible expression, and thoughtfully crafting design systems that work across every part of the customer experience.

Amazon Go

Handle whatever today has in store.

As Creative Director at Amazon Go, I had the opportunity to lead an incredible multidisciplinary team in evolving the brand and building its expression across the full customer journey.

As Amazon Go expanded beyond its original convenience-store proposition, we repositioned the brand as a “one-stop daily life shop”—bringing together fresh meals, groceries, everyday essentials, and Amazon services to help customers get more done in less time.

The challenge was to create a flexible brand system that could work across an increasingly complex customer experience and make the proposition feel simple, approachable, and distinctly Amazon Go, all while still fitting within the larger Amazon ecosystem.

I led the creative direction across the brand expression and its many customer touchpoints, working closely with a talented team of designers, illustrators, photographers, and cross-functional partners to bring the new positioning to life.

From the in-store experience and environmental graphics to packaging, photography, digital, communications, and full campaigns, the work was designed as one connected brand experience rather than a collection of individual touchpoints.

This work was completed during my time as Creative Director at Amazon Go and was a true team effort. I’m proud of both the work we created and the people who brought it to life.

Creative Team: Dana Deininger, Drew DiSabatino, Maverick Garces, Michael Lortz, Thomas Rhee, Leah LaMoure, Alice de Muizon.
Illustration: Maria Milenko
Lifestyle Photography: Sarah Flotard
Product Photography: Mike Nelson

Work shown is from my time working at Amazon.

Brand Strategy
Positioning
Brand expression development, Creative Direction
Paper Goods system
In-Store experience design systems
Multi-channel marketing campaign
Lifestyle photoshoot
Illustration development
Brand Book