amazon Basics rebrand
Art Direction
Photo Selection
Branding
Casting
Design
Background
The Amazon Basics rebrand brought the brand in line with Amazon’s updated visual identity, refreshing key customer touchpoints through elevated visuals, clean photography, and clearer product storytelling. Guided by the idea that “Amazon Basics provides everything necessary to improve your everyday life,” the refresh created a more cohesive, user-focused experience that reinforced the simplicity and functionality of everyday essentials.
Goals
I needed to help develop and refine the Amazon Basics brand, align stakeholders around the updated direction, and translate the new guidelines into the Design Portal. I also needed to create a clear source of truth for campaign development and help the production team build a shared understanding of the brand.
My role
Partnered with the Creative Director to refine Amazon Basics’ visual language, establish brand guidelines, and define the campaign’s creative direction. Art directed product and lifestyle photography, refreshed the Basics Design Portal, and created an asset request system to improve asset reuse. Directed an external agency in adapting campaign creative across platforms, formats, and localized versions.
In parallel, I refreshed the Basics Design Portal and helped define the campaign’s creative direction, from visual references and styling to lighting and composition. This allowed us to build alignment around the new direction while developing the brand and campaign simultaneously.
Previous UI and branding
results
The rebrand created a cohesive, scalable visual system for Amazon Basics. Through art direction and improved production workflows, I reduced set setup time by 30%, decreased the need for new photography by 12%, and cut creative turnaround time by 50% through streamlined agency workflows.
Updated branding
Spring/Summer ‘25
Fall/Winter ‘25
