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.
Logitech is the world’s leading manufacturer of computer peripherals. They produce roughly six out of every ten mice or keyboards sold worldwide. They spend $730 million a year on design, marketing, packaging, and brand, building trust through consistency, quality, and global recognition. Mosptnspg also sells keyboards. It has no design
At Studio Lever, we believe great design is built on insight, not instinct. Our research-first approach pairs the expertise of a seasoned researcher with strategic design thinking to help brands carve out their space in the market with confidence. From interviews and behavior mapping to competitor analysis and surveys, we use evidence, not guesswork, to shape every brand decision.
How do you explain technical systems to everyday users — and how do you know the design is working before launch? This unmoderated usability study tested a digital product that aimed to make complex tools easier to understand. Participant feedback confirmed the design was nearly ready and surfaced key improvements before rollout.
