Amazon Live began as an ambitious experiment, a bold attempt to blend entertainment and e-commerce through real-time livestreaming. As the platform gained momentum, expanding across surfaces and reaching new audiences, Amazon made the strategic decision to elevate Amazon Live to an official House Brand, placing it alongside flagship experiences like Alexa and Fire TV.

That shift brought a new set of creative stakes. Amazon Live required a cohesive brand identity that could scale, differentiate, and integrate seamlessly with Amazon’s broader brand ecosystem.

We began by reframing what Amazon Live actually was. It wasn’t just a shoppable video player.  Amazon Live is designed for customers who value the shared excitement, community, and social validation typically associated with in-person shopping. Customers are energized by discovering products alongside others—through real-time interaction, commentary, and shared reactions. This insight became the foundation for our creative strategy.

We reframed Amazon Live as a shoppable video experience powered by community. One that combines entertainment, product education, and Amazon’s trusted checkout system. Our tone expresses optimism, celebrates the everyday, and embraces the imperfect—aligned to the live format’s spontaneity and energy.

I partnered closely with marketing, product, and content teams to continue shaping a scalable brand. My goal was to give Amazon Live a stronger, clearer visual system. From there, we built a comprehensive brand system that included visual toolkits, campaign templates, and documentation to help teams execute with speed and consistency. .

The outcome of this work was a fully articulated brand system that transformed Amazon Live from a transactional video channel into a strategic brand asset. The rebrand provided teams with the clarity needed to execute more cohesive campaigns and enabled the platform to scale with a stronger, more defined voice in the Amazon ecosystem. For customers, it created a clearer, more engaging entry point into a new mode of shopping—one rooted in connection, entertainment, and trust.