Amazon Music Brand Lead
Amazon Music’s brand needed refining after the product’s global growth in 2018. As brand lead I helped define guiding principles of the new style, working with leadership, vendors, partners, and the visual team. I also coordinated communication about brand updates to external teams, ensuring our new brand was pushed on all existing channels.
TLDR;
2018 - 2019 • Brand documentation • Logo design • Manage partner & vendor executions • Guide visual designers • Find people (seriously)
THE BOOK
The brand book contains the documentation and guiding principles of Amazon Music's new branding. This included the new typography styles, colors, brand pillars, logo guidelines, visual element usage, and more. I worked closely with the design director at Amazon Music, not only doing the design and documentation but also aiding in copy writing.
01
LOGO DESIGN
While the primary logo “Amazon Music” was defined by an internal agency, I did designs for the sub-brands. Amazon Music has a ton of offerings, and they wanted to add clarity to costumers by adding tiers to their logos. I presented several treatment options, with the two above being the finalists. Treatment B ended up being the final logos.
02
MANAGING PARTNER & VENDOR EXECUTIONS
Amazon Music worked closely with many partners, all of which required updated graphics with this re-brand. As brand lead it’s my job to ensure partners have all branding elements they need from us. I created a brand kit for partners with organized files for all their graphic needs.
03
INNOVATING BRAND IDENTITY
I wanted to keep pushing Amazon Music’s new visuals in new and innovative ways. I did several explorations for this, sometimes working solo and other times collaborating with visual designers as their art director. I created the above set of station artwork, introducing a new system for all of their “top genre” and “all era” stations, such as “Top Pop” or “All ‘80s”.
04
FINDING PEOPLE
Amazon Music is a booming company that needed some more structure to their asset management. I collaborated with a program manager to create an organized matrix of all brand asset placements. This usually meant finding owners of graphics in different organizations within Amazon in an investigative manner!