Amazon News Site
Visual storytelling and site design
Creative Director, Art Director
I oversaw the visuals team for Amazon News, collaborating with cross-functional teams providing art direction to enhance visual consistency, user experience, and editorial impact. I led visual storytelling strategy for editorial, immersive features, and email programs, aligning design with reputational goals. I regularly pitched and presented work to executives.
In 2024-2025, I led the front-end redesign of the Amazon News site, regularly presenting to VPs to get buy-in, and managing an agency for execution. Working closely with engineers in agile sprints, I gave detailed feedback to update CMS modules to implement the navigation overhaul and visual refresh. The full redesign took 6 months from concept to completion.
Journey of a Package Video
The Communications org told original stories from inside Amazon. In this claymation video, we were able to playfully show the journey of an Amazon package from fulfillment to doorstep.
I art directed the video with a stop-motion agency, spearheaded by a PR Manager, who wrote the full article for Amazon News.
The social cutdowns for Instagram, LinkedIn, and Twitter resulted in the most shared video in 2023.
Editorial brand standards
I met with teams across Amazon to curate and create on-brand visuals for news stories publishing onsite, across email programs, and for third-party press. I ensured assets were on-brand and gave quarterly brand training to an organization of 900+.
Amazon News Social Channels
As the owner of external-facing media to press, part of my role was to art direct video and social reels from partner teams. I gave actionable feedback weekly to partner agencies.
Behind-the-scenes
feature storytelling
Role: Art Director, Visual Designer
The problem: The templates within the CMS were limited and the business was eager to tell “behind-the-scenes” narratives, that would make a visual impact to core reputational topics like Amazon Innovation.
Process: I identified, pitched to leadership, and got buy-in for an immersive story tool called Shortland. I launched and implemented the Feature Story Program, introducing long-form storytelling formats for high-impact halo content for the site.
Result: The new designs saw 3x more engagement, with users spending 42% longer time on page and 55% higher social share.
The problem: As a small in-house team providing design services for an organization of over 300 partners, we needed to develop a process for reviewing media, ensuring editorial assets met a high bar, while allowing partners to move fast.
Process: I led my team to build the Design Hub, an internal DAMs where partners could self-serve legal-approved images and templates. I worked with legal team members on a mechanism to approve confidential media and integrated AI into the tool for auto-tagging images for search. I created brand standards for each type of usage, such as Infographics, Illustration, or UI.
Result: In the first month, PR teams were able to self-serve assets for immediate press releases, or point to what they wanted expanded upon for feature stories. Downloads doubled across the org each month, and time to publish for each story went from 21 days to 10. The Design Hub saved time in legal approvals for visuals and the auto-tagging within the CMS made it easier for partner marketing or social media teams to use the same assets.
Design Hub
Prime Day
Roles: Art Director, Creative Program Manager, Visual Designer
Prime Day is Amazon’s busiest annual online sales event. I led my design team to prepare templates that scaled across owned stories, social, email, and international publishing. I managed Asana dashboards, tracked and assigned projects, art directed brand packages, as well as hands-on design.
Business impact: On average, my team delivered ~2,500 visual assets each Prime Day. The stories published with curated artwork, distribution banners, and newsletter assets contributed to our greatest viewership with an average of 47,000 page views per article, a 1,306% increase above benchmarks YOY.
I was fortunate to have led the design for seven Prime Day events throughout my Amazon Corporate tenure.
amazon.com/prime - Early deals placement
amazon.com/prime - Live blog placement
Email Newsletter Program
The weekly Amazon News e-newsletter showcases the latest news across Amazon to ~1 million subscribers. I art directed an external agency in the newsletter redesign, ensuring the new brand standards were met and responsive on mobile.
Business impact: The new, fluid modular template offered additional click opportunities and drove a 210% increase in CTR YOY while adding a 7% attributed recirculation rate on the news site once readers clicked through.
Reputational Email Program
The quarterly Amazon reputational email went out to ~5 million subscribers, who opt-in to learn more about Amazon’s commitment to Innovation, Sustainability, and Employee Benefits Programs.
Business impact: I worked with an email developer to customize a modular email template for an internal email platform called Sonar. The first email blast using the new template resulted in a 15% increase in click through rate.