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Introduction

Introduction

Introduction

What Brand Means To Me

What Brand Means To Me

What Brand Means To Me

Brand, to me, is the universal language that gives everyone a seat. It’s a system where every element sings the same tune across every touchpoint. When it works, brand builds trust at the speed of thought and turns inclusion into a growth engine. In short, brand welcomes everyone into the plot.

Brand, to me, is the universal language that gives everyone a seat. It’s a system where every element sings the same tune across every touchpoint. When it works, brand builds trust at the speed of thought and turns inclusion into a growth engine. In short, brand welcomes everyone into the plot.

Brand, to me, is the universal language that gives everyone a seat. It’s a system where every element sings the same tune across every touchpoint. When it works, brand builds trust at the speed of thought and turns inclusion into a growth engine. In short, brand welcomes everyone into the plot.

Amazon Echo Show on a nightstand with lamp, eyeglasses, and a pot of plant next to a bed.
Amazon Echo Show on a nightstand with lamp, eyeglasses, and a pot of plant next to a bed.

Challenge No. 1

Challenge No. 1

Challenge No. 1

Amazon Devices Marketing

Amazon Devices Marketing

Amazon Devices Marketing

Fire TV shouted in one voice, Kindle whispered in another, and Echo wandered off-key. Launch by launch, I wrangled every device into a unified sub-brand lineup—each with its own flavor, all saluting the Amazon brand.

Fire TV shouted in one voice, Kindle whispered in another, and Echo wandered off-key. Launch by launch, I wrangled every device into a unified sub-brand lineup—each with its own flavor, all saluting the Amazon brand.

Fire TV shouted in one voice, Kindle whispered in another, and Echo wandered off-key. Launch by launch, I wrangled every device into a unified sub-brand lineup—each with its own flavor, all saluting the Amazon brand.

Fire TV Stick and Remote is placed on a table in a living room setting with natural lighting.
Fire TV Stick and Remote is placed on a table in a living room setting with natural lighting.
Fire TV Stick and Remote is placed on a table in a living room setting with natural lighting.
Two Amazon Echo devices for kids in a playroom setting. One has tiger printed on it while the other has a panda.
Two Amazon Echo devices for kids in a playroom setting. One has tiger printed on it while the other has a panda.
Two Amazon Echo devices for kids in a playroom setting. One has tiger printed on it while the other has a panda.

The Solution

The Solution

The Solution

I established a comprehensive brand architecture
I established a comprehensive brand architecture
I established a comprehensive brand architecture

That gave every device its own clear identity while anchoring it to the Amazon master brand.I produced global brand books, directed lifestyle photography that reflected diverse audiences, and standardized a library of product renderings sized for every marketing channel. With these tools, cross-functional teams could create on-brand assets quickly and maintain consistency launch after launch.

That gave every device its own clear identity while anchoring it to the Amazon master brand.I produced global brand books, directed lifestyle photography that reflected diverse audiences, and standardized a library of product renderings sized for every marketing channel. With these tools, cross-functional teams could create on-brand assets quickly and maintain consistency launch after launch.

That gave every device its own clear identity while anchoring it to the Amazon master brand.I produced global brand books, directed lifestyle photography that reflected diverse audiences, and standardized a library of product renderings sized for every marketing channel. With these tools, cross-functional teams could create on-brand assets quickly and maintain consistency launch after launch.

At a front door, a woman picks up an Amazon delivery box with Amazon logo on it.
At a front door, a woman picks up an Amazon delivery box with Amazon logo on it.

Challenge No. 2

Challenge No. 2

Challenge No. 2

How to Advertise on Amazon's Most Beloved Brand Asset

How to Advertise on Amazon's Most Beloved Brand Asset

How to Advertise on Amazon's Most Beloved Brand Asset

Millions of Prime boxes land on doorsteps every day—an unmatched billboard hiding in plain sight. The challenge was to transform that packaging into a media channel, giving advertisers room to showcase their stories without crowding or diluting Amazon's own brand assets, and to build a repeatable process so multiple campaigns could move from concept to doorstep at scale.

Millions of Prime boxes land on doorsteps every day—an unmatched billboard hiding in plain sight. The challenge was to transform that packaging into a media channel, giving advertisers room to showcase their stories without crowding or diluting Amazon's own brand assets, and to build a repeatable process so multiple campaigns could move from concept to doorstep at scale.

Millions of Prime boxes land on doorsteps every day—an unmatched billboard hiding in plain sight. The challenge was to transform that packaging into a media channel, giving advertisers room to showcase their stories without crowding or diluting Amazon's own brand assets, and to build a repeatable process so multiple campaigns could move from concept to doorstep at scale.

A mom opens some Amazon boxes with ads printed on them. Her daughter and son plays with her.
A mom opens some Amazon boxes with ads printed on them. Her daughter and son plays with her.
A mom opens some Amazon boxes with ads printed on them. Her daughter and son plays with her.

The Solution

The Solution

The Solution

I authored a media guidebook that mapped every checkpoint
I authored a media guidebook that mapped every checkpoint
I authored a media guidebook that mapped every checkpoint

Legal, brand, print, and supply chain—so cross-functional leads could approve assets in sequence, not email chaos. To streamline creative reviews, we built INSITU, a web tool that lets designers wrap artwork around a 3-D box, share it for sign-off, and pass a print-ready file to vendors in one click. The result: faster turnarounds, airtight compliance, and a new revenue stream that turned corrugate into prime ad real estate.

Legal, brand, print, and supply chain—so cross-functional leads could approve assets in sequence, not email chaos. To streamline creative reviews, we built INSITU, a web tool that lets designers wrap artwork around a 3-D box, share it for sign-off, and pass a print-ready file to vendors in one click. The result: faster turnarounds, airtight compliance, and a new revenue stream that turned corrugate into prime ad real estate.

Legal, brand, print, and supply chain—so cross-functional leads could approve assets in sequence, not email chaos. To streamline creative reviews, we built INSITU, a web tool that lets designers wrap artwork around a 3-D box, share it for sign-off, and pass a print-ready file to vendors in one click. The result: faster turnarounds, airtight compliance, and a new revenue stream that turned corrugate into prime ad real estate.

3 people discuss something as they look at a laptop with bright purple background behind them.
3 people discuss something as they look at a laptop with bright purple background behind them.

Challenge No. 3

Challenge No. 3

Challenge No. 3

Synchronizing Workstreams Between Amazon & Twitch

Synchronizing Workstreams Between Amazon & Twitch

Synchronizing Workstreams Between Amazon & Twitch

When Amazon acquired Twitch, two creative cultures—Twitch's fast-paced, meme-rich workflow and Amazon's systemized brand machine—had to work as one. The challenge: integrate Twitch's designers, deadlines, and purple personality into our process without losing the spontaneity that made the platform iconic, all while ensuring ads and assets could flow seamlessly across Amazon's broader ecosystem.

When Amazon acquired Twitch, two creative cultures—Twitch's fast-paced, meme-rich workflow and Amazon's systemized brand machine—had to work as one. The challenge: integrate Twitch's designers, deadlines, and purple personality into our process without losing the spontaneity that made the platform iconic, all while ensuring ads and assets could flow seamlessly across Amazon's broader ecosystem.

When Amazon acquired Twitch, two creative cultures—Twitch's fast-paced, meme-rich workflow and Amazon's systemized brand machine—had to work as one. The challenge: integrate Twitch's designers, deadlines, and purple personality into our process without losing the spontaneity that made the platform iconic, all while ensuring ads and assets could flow seamlessly across Amazon's broader ecosystem.

The Solution

The Solution

The Solution

I turned a messy merger into a visual playbook
I turned a messy merger into a visual playbook
I turned a messy merger into a visual playbook

By mapping every business scenario—investment thresholds, ownership hand-offs, and decision gates—I showed both teams exactly when to plug in and how deep to dive. The result was a clear, scenario-based guide that preserved Twitch’s creative spark while slotting neatly into Amazon’s processes, unlocking larger advertising budgets and smoother, faster go-to-market cycles.

By mapping every business scenario—investment thresholds, ownership hand-offs, and decision gates—I showed both teams exactly when to plug in and how deep to dive. The result was a clear, scenario-based guide that preserved Twitch’s creative spark while slotting neatly into Amazon’s processes, unlocking larger advertising budgets and smoother, faster go-to-market cycles.

By mapping every business scenario—investment thresholds, ownership hand-offs, and decision gates—I showed both teams exactly when to plug in and how deep to dive. The result was a clear, scenario-based guide that preserved Twitch’s creative spark while slotting neatly into Amazon’s processes, unlocking larger advertising budgets and smoother, faster go-to-market cycles.

Final Thoughts on Brand Systems & Storytelling
Final Thoughts on Brand Systems & Storytelling
Final Thoughts on Brand Systems & Storytelling

Across these three challenges, the brief was always the same: tame chaos and turn it into a repeatable advantage. Unifying Amazon’s device brands proved that tight systems unlock clearer stories. Turning shipping boxes into media showed how a smart process can mint new revenue. Synchronizing Twitch with Amazon revealed that culture clashes become growth engines when you map the hand-offs. Different puzzles, one playbook—design the framework, protect the magic, and scale the results.

Across these three challenges, the brief was always the same: tame chaos and turn it into a repeatable advantage. Unifying Amazon’s device brands proved that tight systems unlock clearer stories. Turning shipping boxes into media showed how a smart process can mint new revenue. Synchronizing Twitch with Amazon revealed that culture clashes become growth engines when you map the hand-offs. Different puzzles, one playbook—design the framework, protect the magic, and scale the results.

Across these three challenges, the brief was always the same: tame chaos and turn it into a repeatable advantage. Unifying Amazon’s device brands proved that tight systems unlock clearer stories. Turning shipping boxes into media showed how a smart process can mint new revenue. Synchronizing Twitch with Amazon revealed that culture clashes become growth engines when you map the hand-offs. Different puzzles, one playbook—design the framework, protect the magic, and scale the results.

Client List
Client List
Client List
Amazon Blink Echo Kindle Fire TV Twitch
Amazon Blink Echo Kindle Fire TV Twitch
Amazon Blink Echo Kindle Fire TV Twitch
Type of Projects
Type of Projects
Type of Projects
Global Brand Books Naming Lifestyle Photography Product Renders Launch Campaigns Brand Study
Global Brand Books Naming Lifestyle Photography Product Renders Launch Campaigns Brand Study
Global Brand Books Naming Lifestyle Photography Product Renders Launch Campaigns Brand Study
Partners
Partners
Revery Half Court Studio SunGraphics Amazon XCM Team Twitch Brand Partnership Studio
Revery Half Court Studio SunGraphics Amazon XCM Team Twitch Brand Partnership Studio
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Next Project
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Accessibility is the
innovation engine.

Build for edge cases first; the mainstream will follow.

Let's Collaborate
Meet my partners who are part of making the future inclusive.
A bird's eye view of two tattooed arms holding and drawing on a piece of paper with a grid cutting mat underneath.

Accessibility is the
innovation engine.

Build for edge cases first; the mainstream will follow.

Let's collaborate
Meet my partners who are part of making the future inclusive.
A bird's eye view of two tattooed arms holding and drawing on a piece of paper with a grid cutting mat underneath.

Accessibility is the
innovation engine.

Build for edge cases first; the mainstream will follow.

Let's Collaborate
Meet my partners who are part of making the future inclusive.
A bird's eye view of two tattooed arms holding and drawing on a piece of paper with a grid cutting mat underneath.