Building brand cohesion at scale: Amazon Devices

Six distinct brands. One fragmented employer presence. Amazon Devices & Services (Alexa, Ring, Blink, Fire TV, Kindle, and Amazon Leo) was operating as a tertiary brand, disconnected from the Amazon parent and underselling the brand behind it. Competing for top talent across hardware, AI, smart home, and aerospace, the inconsistency was showing up across every recruiting touchpoint.

I led the development of a brand framework and design system that solved it: a dual-mode approach that gave teams the flexibility to lead with Amazon or spotlight the sub-brand depending on context, built on a shared foundation of typography, color, hierarchy, and authentic photography standards. The direction was presented to and approved by the SVP of Devices for org-wide rollout.

The impact was tangible. Consolidating 18 review cycles down to 3 accelerated decisions and alignment across all brand stakeholders. The toolkit rolled out across 12 global regions across recruiting teams and drove 400+ views and downloads at launch.

To bring the system to life beyond just templates, I produced and art directed two photoshoots across three locations and two countries — real employees, real offices, no stock imagery. The result was 350+ ownable images built to flex across both modes of the framework and scale across every brand in the portfolio.

Invent.
Connect.
Transform.

Dual-mode approach

Flexible framework for consistency

Ready-to-use toolkit assets

Photography Pillars

To refresh the Amazon Devices & Services employer brand photography, I defined three creative pillars that guide every shot. Together, these pillars ensure the imagery feels observational and human: capturing authentic focus, candid collaboration, and real environments that reflect the everyday innovation happening across Amazon teams.

Capture employees deeply absorbed in real work - coding, designing, or problem-solving - without staged smiles or scripted moments. These images highlight genuine concentration and the personal commitment that drives innovation at Amazon Devices & Services.
Documenting the natural connections between team members: quiet discussions, spontaneous brainstorming, and shared troubleshooting. By focusing on understated, organic interactions, the photography reveals the human thread of collaboration that powers the ecosystem.
Using available light and real office spaces to ground every shot in an authentic Amazon setting. Environmental imagery offers a “day in the life” perspective - placing employees and their work within textured, open, and dynamic campus spaces that reflect Amazon’s culture.