Communication Designs

Context:

Amazon Shipping introduced updated global brand guidelines, which included significant design changes such as a new primary colour palette, revised fonts, an updated logo, and modifications to the signature "Squid Ink" element. To maintain brand consistency across all markets, existing collaterals needed a comprehensive redesign.

Communication Designs

Task:

The core objective was to update all Amazon Shipping collaterals both print and digital - while ensuring they aligned seamlessly with the new global brand identity. This included brochures, banners, event materials, LinkedIn assets, EDMs, and other customer-facing communications.

Challenges and Actions:

Challenge #1: Planning Challenge

Implementing the new brand guidelines across multiple existing collaterals while ensuring clarity and consistency was a key challenge. Some assets needed a complete revamp, while others required subtle refinements.

Action: Solution

Conducted a thorough audit of all existing collaterals to map out required updates.
Created a structured framework for redesign, categorising assets by priority and level of change required.
Maintained close collaboration with Amazon Shipping’s global branding team to ensure compliance with the new guidelines.

Challenge #2: Execution Challenge

The volume of updates, combined with tight timelines, required a streamlined process to ensure efficiency without compromising quality.

Action: Solution

Developed editable design templates to speed up adaptation across different formats.
Utilised a phased rollout approach, starting with high-visibility assets (event materials, website visuals, LinkedIn ads) before transitioning to secondary collateral.
Set up review checkpoints to validate designs against global guidelines before final approvals.

Results:

Successfully redesigned collaterals to align with the new brand identity.
Ensured a smooth transition to the updated design system without disrupting ongoing marketing efforts.
Improved brand consistency across Amazon Shipping’s event and digital presence.
Received positive feedback from internal stakeholders for the structured and efficient execution of the rebranding process.