Amazon Business

Smart Buying In Motion

Activating a global B2B retail giant's reimagined brand identity standards

Project
Amazon Business Brand Activation

Roles
Art Direction
Brand Activation
Brand Management
Exhibition Design
Visual Design 

Objective
Following its global rebrand, Amazon Business engaged me to guide the rollout of its new identity across a dynamic mix of programmatic channels. The goal was to ensure visual consistency and brand recognition at scale while preserving flexibility across diverse platforms and audiences, both domestic and international.

Solution
With a robust set of identity tools and a nearly blank canvas, I developed a cohesive system of brand expressions designed for clarity, consistency, and broad recognition. Deliverables included turnkey exhibit environments, social content, digital publications, and retrofitted legacy digital assets. Each design was adapted to meet the needs of distinct customer touchpoints while maintaining visual unity.

Trade Show Program Refresh

Pre-visualization rendering for wall displays, pullup banners, and reception desk

Pre-visualization rendering for wall displays alternatives

French-Canadian localized pullup banners for Amazon Business Canada

Pre-visualization rendering exploring messaging integration 

Vendor-provided pre-fabrication turnkey booth element renderings (image provided by Pinnacle Exhibits, Inc.)

Vendor-provided pre-fabrication booth design (image provided by Procurement Leaders Limited)

Wayfinding digital signage for a multi-vendor trade show environment

Social Media Program Refresh

Social media account branding (clockwise from upper left: LinkedIn, Facebook, Twitter, YouTube)

Healthcare Procurement eGuide

This guide introduced a specialized content series for Amazon Business, addressing customer challenges related to sourcing and spend management within complex supply chain operations. Designed as a modular template, it established a repeatable framework for additional industry verticals. A dedicated landing page supported the initiative by reinforcing the brand and setting clear expectations at the point of entry. The layout and hierarchy were designed to simplify complex procurement concepts, while the visual system reinforced the newly introduced brand identity.

Desktop and tablet views

eGuide page gallery

eGuide landing page