Collage of three images: top left shows a family cooking in a kitchen, top right shows Amazon shopping bags outside a door, bottom shows a woman looking at her phone while holding milk in a kitchen.

Amazon | Visual & Content System

Amazon Fresh needed to evolve its visual identity to feel more premium, human, and lifestyle-led - while still delivering at scale across a complex ecosystem of onsite, social, CRM, and paid channels. The challenge was not just improving aesthetics, but creating a visual system that could work consistently across formats, teams, and moments.

I led the development of a cohesive visual approach that treated photography as a core brand asset rather than a supporting layer. The work balanced real-life storytelling with commercial clarity, allowing content to feel more considered and human, while remaining modular and scalable across touchpoints.

MY ROLE

I led end-to-end photography and creative direction across multiple shoots, working closely with photographers and creators to produce over 100 assets. Alongside this, I defined visual identity guidelines and modular formats to support consistent rollout across digital and physical environments. I also shaped content strategies spanning social, CRM, onsite, and paid media, ensuring the system worked across the full funnel.

THE OUTCOME

The work delivered a stronger, more premium brand presence across channels and introduced a reusable content system adopted across both campaign and evergreen placements. It improved storytelling consistency and engagement across Amazon Fresh touchpoints, while giving teams a clear framework to scale content without diluting the brand.