Hello.

Client

Amazon

Role

Brand Designer, GTM Creative Lead

Alexa Themes

With Alexa themes, pop culture meets Alexa’s everyday interactions. Working within the Alexa Brand Marketing team in close tandem with a copywriter, I created a flexible design system to promote both Echo device purchases but also movie ticket sales. Collaborating 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.

Concept

Bring home your favorite characters and cinematic worlds.

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Solution

We chose to highlight Alexa and Echo devices as the consistent provider of useful and delightful interactions. And the characters, dialogue and audio experiences as the expressive, creative sides of the experience.

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:

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Main Character Energy (Language)‍

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

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One Screenplay, Multiple Themes (Design)

Adopt flexibility in layout, color, typography and imagery to allow for endless iterations of film features.

The Story Lives On (Experience)

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

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Results

300%

ROI on Device Sales

600k

Enablements

242M

Impressions / Campaign

Credits

Copy: Caroline Emde, Ritchie Duncan

Motion: James Bannon-Schneebeck

Home

Project Title

Client

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Role

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Task

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Solution

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Process

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Credits

Role: Name

Alexa Themes