As part of Amazon’s in-house XCM Prime Brand Design team, I helped lead the global brand system roll-out with a focus on elevating Prime’s identity within Amazon’s broader ecosystem. I drove typeface legibility testing and secured leadership buy-in, ensuring that Prime’s digital experiences adopted a more accessible and modernized typographic system. This directly influenced Prime’s onsite future-vision design and shaped a global UX/UI redesign experienced by millions of members worldwide.
Beyond typography, I created scalable Figma automation templates, over 580 components, adopted across Prime and Retail. These templates streamlined asset creation while maintaining accessibility and consistency, enabling Prime to move at speed without compromising quality. The result is a more confident and cohesive Prime identity, delivering clarity across every touchpoint and reinforcing Prime as the centerpiece of Amazon’s brand experience.
