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Alexa Themes

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Brand, Hardware Marketing

Alexa Themes

With Alexa Themes on Echo devices, moviegoers can bring their favorite stories home. While leading the creative development on the Alexa Brand and Integrated Marketing team in close tandem with a copywriter, we created a flexible design system to promote Echo device purchases and ticket sales.

Working cross-functionally with Alexa stakeholders and studio partners (Universal, DreamWorks, Warner Bros, and Illumination) we were able to intake, understand and deliver on business goals as well as highlight unique customer experiences.

The visual and messaging system we created - anchored by a few simple principles - allows for flexibility across a range of touchpoints and adaptability to any film IP. All while feeling like a uniquely Alexa experience.

Main Character Energy (Language):

Bring together worlds making Alexa a main character alongside our films' heroes.

One Screenplay, Any Theme (Design):

‍Adopt flexibility in layout, color, typography and imagery to allow for endless iterations of film features. Alexa first, but inspired by our characters' worlds too.

The Story Lives On (Experience):

‍Enrich Alexa's functionalities - timers, reminders, weather, knowledge etc. - by leveraging characters and film IP.

Alexa and Echo devices are the consistent provider of useful and delightful interactions. The characters, dialogue and audio experiences are the expressive and creative sides of the theme.

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Collaborators

My role: Design lead, motion

Copy: Caroline Emde, Ritchie Duncan

Motion: James Bannon-Schneebeck