Study No. 1
Brand Systems & Storytelling
Introduction
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.
Challenge No. 1
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.
The Solution
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.
Challenge No. 2
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.
The Solution
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 print vendors in one click. The result: faster turnarounds, airtight compliance, and a new revenue stream that turned corrugate into prime ad real estate.
Challenge No. 3
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
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.
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.
