Amazon DSP
Global Brand System

Building a scalable system across global markets, channels, and operational touchpoints.

Role: Senior Art Director
Scope: Brand System, Campaign Strategy, Global Rollout

Situation

Amazon DSP lacked a unified global brand system, resulting in inconsistent execution across regions and inefficiencies in creative production. As the platform scaled, there was a need for a flexible system that could maintain consistency while adapting to diverse markets and use cases.

Role

As Senior Art Director, I helped define the visual expression of the Amazon DSP brand and develop an 80+ page global brand book. I partnered with cross-functional teams across product, marketing, operations, and legal to ensure the system could scale across regions and channels.

System

Visual Language

A distinctive circular image treatment pairs DSP leadership with delivery imagery to connect business ownership with operational scale. Gradient overlays add a premium tone, while the modular composition creates a flexible structure for consistent brand expression.

Illustration System

A modular illustration library was built for rapid scene-building across markets, using localized vehicles, environments, and delivery associates to support regionally relevant storytelling. The flat visual style keeps communication clear and accessible, making the system especially effective across educational and informational touchpoints.

Cross-channel Applications

The system extends seamlessly across digital, social, out-of-home, and operational environments, adapting to each channel while maintaining a unified visual language. Modular assets and flexible design components support both broad campaign storytelling and practical day-to-day execution.

Global Scale

Designed for international markets, the system balances consistency with localization through flexible design components, regionally relevant photography, and an adaptive illustration library. This foundation enables hyper-localized storytelling across geographies while maintaining a cohesive global brand.