AmazonFresh + Whole Foods Market

As the first Art Director for AmazonFresh in 2014, I shaped their brand identity, established an editorial photography cadence, and built a co-op model with vendors including Unilever and Dannon which resulted in a new revenue stream for Fresh and boosted overall sales. I created global brand guidelines for AmazonFresh to standardize and lower design costs and support the leadership goals of launching Fresh in new location, including the UK and transitioning the US site onto Amazon.com platform. I oversaw development of a 65+ page brand book to establish global design standards for AmazonFresh program expansion, and led creation of global photography standards. With Amazon’s acquisition of Whole Foods Market, in 2017, I managed the visual migration of Whole Foods Market onto Amazon.com and established co-branding guidelines for the two brands.

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