Amazon News
Visual design and branding
Creative Director
Tenure: 3 years
The Amazon Newsroom supports PR partners to release the latest news from across the company. I managed the newsroom design team where we partnered with each sub brand within the company to maintain brand standards for every publish.
Site Redesign 2024-2025
In 2024, the Amazon Parent brand team launched a company-wide brand refresh with a new logo (and smile), new font, and an updated style guide. The previous Amazon News site needed a front-end design refresh and back-end UX overhaul to adhere to the updated guidelines. I led two work streams—the visual design refresh and optimizing the navigation and mobile UX.
Immersive feature stories
Inspired by The New York Times featured stories, I identified a third-party tool called Shorthand for my team to quickly scale enhanced feature stories offering richer, immersive visuals for Amazon News storytelling.
Business impact: Post-publish, these features saw 47% longer time-on-page engagement and a 58% higher lift in social share.
Click on a tile to see the live story
Prime Day 2024
Prime Day is one of Amazon’s busiest annual sale events. With ~60 articles publishing in the lead up and on the live days of the event, I led the news design team in preparing a comprehensive brand package that scaled across articles, social, email, and international programming.
Business impact: In 2024, my team delivered 2,500 visual assets across two Prime Day events. The stories published with curated artwork, distribution banners, and newsletter assets contributed to our greatest viewership yet with an average of 47,000 page views per article, a 1,306% increase above benchmarks year-over-year (YOY).
Amazon Newsletter—Senior Art Director
The weekly Amazon News e-newsletter showcases the latest news across Amazon to over half a million subscribers. I art directed an external agency in the newsletter redesign, ensuring the new brand standards were met.
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.
Amazon News Design Hub
As the newsroom and number of PR managers we supported grew, there was a need to build a design hub where partners could self-serve while retaining high-quality images. I developed and directed my team of designers to build the hub, including sized crops matching specs for each channel, and a mechanism for sharing templates internationally.
Business impact: The Design Hub is now a live generative system, where PR partners and vendors alike can upload and share approved images and templates, scaling the use of on-brand and timely images while maintaining consistency.
