During my tenure as Art Director for the Amazon Alexa Skills team, I developed brand guidelines for internal and external partners around the globe, acting as creative lead for major product launches, hiring outside vendors, producing digital display ads, and art directing video and photo shoots.
I also produced and directed creative across a wide variety of media and channels, including digital display ads, social media assets, video content, direct mail, co-branded packaging, and more.
Amazon’s Alexa Skills team was growing fast, but lacked a cohesive internal identity. Their materials—decks, documentation, developer guides—were built by many hands, with no unifying visual language to support their product vision. Externally, they were delivering high-value content. Internally, it felt fragmented.
They needed a way to align their messaging, simplify their design approach, and present a more polished face to both their internal stakeholders and the broader developer community. This wasn’t a rebrand—it was a strategy to bring consistency and clarity to their already powerful content.
As the sole designer embedded on the Alexa Skills team, I created a scalable visual system that brought consistency to every touchpoint. From product demos and executive decks to documentation and event collateral, we established a shared foundation: typography systems, color usage, layout patterns, and iconography—all designed for speed, legibility, and adaptability.
At the heart of it was a flexible visual grammar that didn’t slow the team down—it helped them move faster. The design system was tailored to their existing tools and workflows, so nothing felt bolted on or over-engineered.
The result was a unified, professional visual identity that helped the Alexa Skills team advocate more effectively for their work. It gave their presentations polish, gave their engineers clarity, and gave their leadership confidence. Most importantly, it made their story easier to tell.
A new baseball league built around entertainment, energy, and fan-first spectacle. I was brought in to design a scalable brand system capable of supporting a growing league, multiple teams, and real-world applications.
What started as a few players looking to extend the fun turned into a full-fledged team with a competitive spirit, and the gear to match.
A fast-rising sports agency needed a social media system as dynamic as its roster. We built a brand toolkit designed for power, speed, and serious versatility.
