As the lead designer, working closely with the creative director, I visualized the concept and developed the graphic design system.

I explored a multitude of color combinations and tested color contrast accessibility in order to make sure the palette works well for both on-site and off-site experiences. Through this exploration, the modern Holiday colors were born.

In addition to the palette, I created graphic elements from scratch based on the concept of gift wrap and paper texture. This 2022 style guide was used by many Amazon products, programs, advertising campaigns, social marketing efforts, and physical stores. It’s great to see how the Amazon Holiday style was created a cohesive look for our global customers.

CD: Alexa McNae
CW: Matthew Schnirman
PM: Becky Newman