Global Deals Style Guide

Across Amazon’s global stores, frequent deals events create an ongoing need for quick-turn creative, often without dedicated design support. The Global Deals Style Guide was created as a turnkey system that enables marketers, designers, and agencies to build consistent, on-brand work across a wide range of events and locales.

As senior designer, I developed a visual system across layout, typography, color, photography, motion, and copy, aligning it with Amazon’s new global brand identity. I also art directed a new still and motion photoshoot centered on ownable Amazon brand elements—including the Amazon box, shipping tape, and Smile Orange color—and used that as the foundation for a library of 200+ assets designed to flex across locales without relying on recognizable products or brands.

Together, the guide, templates, and asset library give teams the tools to move quickly while maintaining a consistent creative standard. The system has since been adopted for deals events across Japan, Europe, and MENA.