04 · Amazon

Amazon Handmade

Brand IdentityCX DesignPhoto Art DirectionCampaign Creative
Amazon Handmade gifting flat lay with hammered gold earrings and handmade soap
Amazon Handmade wedding gifts wrapped in handmade paper
Amazon Handmade birthday cake with macarons and sprinkles
Amazon Handmade housewarming gift styling
Amazon Handmade anniversary gift styling

Building a home for one-of-a-kind gifts.

Client

Amazon Handmade

Scope

Brand identity

Onsite and social

Seasonal campaigns

My role

Concept and wireframes

Photo art direction

Agency oversight

Brand book and design toolkit

The brief

Amazon Handmade gives independent Makers a place to sell one-of-a-kind items to customers around the world. I built its visual identity and led creative across the Gift Shop, quarterly social shoots, and seasonal campaigns.

I also created the brand book and design toolkit that guides internal teams and global partners.

Gift Shop brand refresh

I spotted lagging Gift Shop engagement, built the case to fix it, and led the redesign from concept and wireframes through photo art direction and agency oversight. The refresh lifted both engagement and OPS.

Amazon Handmade Gift Shop

Quarterly social stories

I launched quarterly trend-led social shoots, developing the story for each one while managing the team and owning the budget.

Amazon Handmade woven baskets with fresh produce
Amazon Handmade plants in handmade pots
Amazon Handmade kitchen linens with fall fruit
Amazon Handmade ceramic tableware with coffee

Support Local Makers

A shop local experience that let customers discover Makers by region. We built it from existing site widgets and refined it through testing over several years.

Amazon Handmade Support Local Makers experience

Mother's Day

I owned creative for Handmade's seasonal events, from art direction to final assets localized in 5 languages across 7 markets.

Amazon Handmade Mother's Day personalized gifts
Amazon Handmade Mother's Day beauty gifts
Amazon Handmade Mother's Day home decor gifts
Amazon Handmade Mother's Day jewelry gifts
Amazon Handmade gifts for dog moms
Amazon Handmade gifts under 30 dollars
Amazon Handmade gifts for kitchen moms
Amazon Handmade gifts for plant moms

Brand book

Amazon Handmade brand book

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Results

13% to 1.2%

Abandonment rate on the Support Local Makers experience

5 languages

Assets localized across 7 markets