In the retail store setting, devices from multiple Amazon brands are displayed together. Our design team created a modular fixture system and a set of cross-brand style guidelines that maintain a cohesive look & feel for Amazon Devices.
To develop cross-brand style guides, we identified similar and/or complementary elements across our portfolio of devices (Echo, Fire TV, Kindle, etc.) to build retail guidelines – color palettes, typography, logo usage, and illustration.
We used illustration as one way to pull together different brands and allow for easy localization. As we created illustration and color guidance, we built a large library of illustrated assets that we shared with our online and global teams.
To maximize scalability and consistency, we created print templates for product cards, comparison charts, and background illustrations that could be easily leveraged across brands, retailers, and countries.