Amazon Holiday Kids Gift Book

More than a holiday catalog, Amazon’s Holiday Kids Gift Book is an annual brand experience that brings together storytelling, shopping, and play across an extensive print edition as well as digital experiences, merchandise, and more.

Over five annual editions from 2021-2025, my role grew from contract designer to Senior Designer and Art Director, ultimately leading the book’s design, photo art direction, and creative execution. As the project’s creative subject matter expert, I helped evolve its visual world year over year, working across design, photography, illustration, production, and digital to create a cohesive experience at scale.

That world extended far beyond the book. I helped bring the characters and creative system to life across merchandise, digital experiences (including Roblox), Fifth Avenue storefront windows, and international editions in Canada, Japan, and the UK, partnering closely with teams across Amazon. As the program evolved, I also helped transition the book to an agency-led model, serving as the lead creative partner and guiding the work from concept through production.