Campaign System
Campaign System
Campaign System
Evolving the Prime Visual Language
Building on the foundation established by Prime Day, the visual approach evolved to support a more gift-oriented retail moment — introducing subtle sparkle and reflective accents to add a sense of celebration and anticipation while bridging into early holiday shopping cues.
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Product selections prioritized bright colors and reflective materials, allowing lighting and surface texture to create visual richness while keeping the system adaptable across markets and seasonal contexts.
IN THE APP
in the app
Shine Big, Shine Bright
When establishing the photography styling of PEAS, my intention was to build on Prime Day’s studio foundation while evolving the visual language to feel more celebratory and gift-oriented.
A key principle was composing abundance: communicating the scale and value of deals without letting the imagery become chaotic. Rather than simply showing large quantities of product, scenes were intentionally composed with layered groupings, reflective materials, and balanced spacing to suggest fullness and energy.
Introducing people shifted the imagery from purely product-focused to experience-driven, capturing candid moments of discovery that reinforce the emotional payoff of deal events. Subtle animation brings these compositions to life, revealing additional products over time to showcase value without overwhelming the frame.
Evolving the Prime Visual Language
Building on the foundation established by Prime Day, the visual approach evolved to support a more gift-oriented retail moment — introducing subtle sparkle and reflective accents to add a sense of celebration and anticipation while bridging into early holiday shopping cues.
​
Product selections prioritized bright colors and reflective materials, allowing lighting and surface texture to create visual richness while keeping the system adaptable across markets and seasonal contexts.
ANNOUNCEMENT HOMEPAGE
Prime Member Page
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Prime Member page
A Hint of Holidays
The system was designed to remain visually cohesive across markets while allowing seasonal signals to be dialed up where appropriate. In regions where the event aligned more closely with early holiday shopping, elements such as gift boxes, ribbons, and ornaments were introduced to amplify the celebratory tone.
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Copy also played an important role, using subtle language that hinted at gifting and holiday preparation without leaning into overt Christmas messaging — allowing the campaign to feel festive where needed while remaining flexible and globally consistent.
Celebatory
Holiday / Gifting Cues
A Hint of Holidays
The system was designed to remain visually cohesive across markets while allowing seasonal signals to be dialed up where appropriate. In regions where the event aligned more closely with early holiday shopping, elements such as gift boxes, ribbons, and ornaments were introduced to amplify the celebratory tone.
Copy also played an important role, using subtle language that hinted at gifting and holiday preparation without leaning into overt Christmas messaging — allowing the campaign to feel festive where needed while remaining flexible and globally consistent.
Celebatory
Holiday / Gifting Cues
The Social Experience
Across onsite and social channels, the system balanced product-forward compositions with more narrative-driven content. In addition to highlighting deals directly, a series of characters inspired by popular product categories helped frame the sale through relatable shopping personas such as the Everyday Chef, Glow Getter, and Productivity Pro. These characters allowed the campaign to showcase product groupings through short, story-driven moments, bringing personality and context to the experience while maintaining a clear focus on the breadth of deals available.
The Social Experience
Across onsite and social channels, the system balanced product-forward compositions with more narrative-driven content. In addition to highlighting deals directly, a series of characters inspired by popular product categories helped frame the sale through relatable shopping personas — the Everyday Chef, Glow Getter, and Productivity Pro — allowing the campaign to showcase product groupings through short, story-driven moments while maintaining a clear focus on the breadth of deals available.
The Social Experience
Across onsite and social channels, the system balanced product-forward compositions with more narrative-driven content. In addition to highlighting deals directly, a series of characters inspired by popular product categories helped frame the sale through relatable shopping personas — the Everyday Chef, Glow Getter, and Productivity Pro — allowing the campaign to showcase product groupings through short, story-driven moments while maintaining a clear focus on the breadth of deals available.
Bringing it All Together
The system enabled a unified global rollout of Prime Early Access Sale across 15 markets while giving regional teams the flexibility to adjust seasonal signals to local shopping behaviors. The balance of consistency and adaptability simplified global execution and allowed the event to maintain a strong Prime identity across surfaces and regions.
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The framework ultimately helped define the visual foundation for what would later become Prime Big Deal Days — a scalable system that teams could adapt across markets and future iterations of the event.
Bringing it All Together
The system enabled a unified global rollout of Prime Early Access Sale across 15 markets while giving regional teams the flexibility to adjust seasonal signals to local shopping behaviors. The balance of consistency and adaptability simplified global execution and allowed the event to maintain a strong Prime identity across surfaces and regions.
​
The framework ultimately helped define the visual foundation for what would later become Prime Big Deal Days — a scalable system that teams could adapt across markets and future iterations of the event.
Prime Early Access Sale
MY ROLE
Senior Design Lead/ Art Director
Additional Credits
Prime Brand HVE (High Velocity Events) Team
Prime Early Access Sale was Amazon’s first attempt at introducing a second Prime Day, positioned ahead of the holiday shopping season. The event would later evolve into what is now Prime Big Deal Days.
​
The launch presented a unique design challenge: creating a global campaign system for a brand-new retail moment that had no established visual language or seasonal precedent.
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While the event occurred in early October, its meaning varied by market. In some countries it functioned as the kickoff to holiday shopping, while in others it needed to remain seasonally neutral. At the same time, the campaign needed to reinforce the value of Prime by highlighting exclusive deals and underutilized membership benefits.
I led the design of a global visual system that could scale across 15 countries while allowing regional teams to adapt seasonal signals as needed.
​
The resulting framework expanded the Prime brand into a richer, gift-oriented expression while maintaining flexibility for localization. By introducing adjustable holiday cues within a unified system, the campaign enabled markets to tailor the experience to their cultural context without fragmenting the global identity.
Prime Early Access Sale
Prime Early Access Sale established Amazon’s second Prime shopping moment, launching simultaneously across 15 countries with a flexible global campaign system.
Prime Early Access Sale was Amazon's first attempt at introducing a second Prime Day, positioned ahead of the holiday shopping season. The event would later evolve into what is now Prime Big Deal Days.
​
The launch presented a unique design challenge: creating a global campaign system for a brand-new retail moment with no established visual language or seasonal precedent. While the event occurred in early October, its meaning varied by market — in some countries it functioned as the kickoff to holiday shopping, while in others it needed to remain seasonally neutral.
​
I led the design of a global visual system that could scale across 15 countries while allowing regional teams to adapt seasonal signals as needed. The resulting framework expanded the Prime brand into a richer, gift-oriented expression while maintaining flexibility for localization — enabling markets to tailor the experience to their cultural context without fragmenting the global identity.
MY Role: Senior Design Lead / Art Director
Additional credits: Prime Brand HVE (High Velocity Events) Team