To meet the demands of a high-volume, high-velocity event, I managed a multidisciplinary team of designers, motion artists, and Xpression operators. Together, we executed a full broadcast graphics package—ranging from bespoke designs for flagship shows to scalable templates for fast-turn promotional assets. My oversight ensured creative consistency, technical precision, and alignment with both brand identity and performance goals.

Our creative direction was guided by a deep understanding of Amazon Live’s unique audience—customers who value the energy, trust, and confidence that comes from shopping with others. These are not passive viewers. They crave shared discovery, peer validation, and real-time interaction.

With that in mind, we created a vibrant, event-specific graphics system that translated the core elements of the global Prime Day brand (developed by XCM) into a format optimized for live commerce. The system used Prime Blue as the visual anchor and Ember Modern Display—Amazon’s master brand typeface—to reinforce trust and cohesion across surfaces. Clear, branded visuals made it easier to understand deals, trust what was being presented, and act quickly. That clarity and polish translated into business impact by reducing friction, increasing click-through rates, and reinforcing deal legitimacy in real time.

We partnered cross-functionally with teams in content development, monetization, marketing, and programming to ensure the graphics system could flex to meet a variety of business use cases—from brand-funded livestreams to internal promotional pushes. By aligning our creative tools with their goals, we helped teams move faster, deliver better results, and elevate the overall Prime Day experience on Amazon Live.

The system included branded lower thirds, full-screen graphics, feature rotators, show posters, promotional banners, and social assets. I directed the production of these assets with a dual focus: elevate high-priority shows through bespoke creative, and increase production speed through pre-approved design systems.

This approach enabled our team to execute under tight deadlines without compromising on quality. The templated system allowed us to respond quickly to late-breaking updates or last-minute content changes, a crucial advantage during a fast-moving, event-based retail moment.

Creative QA, motion tuning, and layout adjustments were handled in real time with live operators and production partners—ensuring everything delivered on both creative ambition and broadcast-readiness.

The work contributed to stronger engagement by increasing viewer watch time through clearer, more immersive visual framing. Graphics played a key role in guiding customers toward high-value deals, resulting in improved click-through and purchase behavior. By aligning closely with Amazon’s master Prime Day identity, the system also helped elevate brand trust—ensuring that the livestream experience felt credible, polished, and consistent across platforms.

Operationally, the project was considered one of the most seamless Prime Day activations to date. The strategic use of templated systems and real-time creative triage allowed the team to move quickly and efficiently, dramatically reducing last-minute changes and emergency requests. This enabled the team to stay focused on quality and execution, rather than reactive problem-solving. The success of this activation not only improved viewer experience and business outcomes, but also built confidence in Amazon Live’s ability to scale creative operations for high-stakes, high-volume events.

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