— PROJECT NAME
Amazon Global Brand Transformation
— CLIENT
Amazon
— ROLE
Senior Global Creative Strategist
Amazon’s global rebrand, created in partnership with Koto, unified more than 50 sub-brands into a cohesive identity while preserving the warmth and trust at the heart of the brand. By refining familiar elements such as the iconic smile, introducing a bespoke type system, rationalising the colour palette, and creating a scalable logo architecture, the new identity delivers consistency across every touchpoint. Built through close collaboration between creative, brand, and cross-functional teams, the system balances clear brand foundations with flexibility, enabling Amazon to evolve at global scale while maintaining a recognisable and optimistic identity.
