Site redesign and art direction for the Luxury Beauty category on Amazon.
SEATTLE, WA 2014
PHOTOGRAPHy: GREG MONTIJO
PRODUCER: ERIKA CHAPMAN
STYLIST: AMY PALIWODA
Luxury Beauty on Amazon
In 2014 Amazon was struggling to sign on key luxury beauty brands and needed a complete overhaul of their retail storefront – from functionality to look & feel.
As lead art director, I brought the store up-to-date by designing a responsive mobile-first layout, creating a new visual aesthetic and art directing a large photoshoot.
The improved shopping experience resulted in an uplift in sales and attracted brands such as Burberry and Estée Lauder.
Photo Art Direction
Shooting for Amazon retail requires meticulous planning and forward thinking to ensure assets can be used on a variety of digital placements and re-purposed throughout the year.
Storefront Redesign
I transformed the storefront from a text & product heavy page to a visually rich, easy-to-navigate source of inspiration. This included everything from refreshed typography treatments to ux/ui design.
Storefront mockup
Content Grid
To house the content, I invented a brand new responsive grid system. Recognising the opportunity to scale it out across all categories on Amazon, I worked with a colleague to sell it in to leadership teams.
The new framework created huge efficiencies for the company, enabling a move away from manually-coded storefronts to an easy-to-use content management system.
I created the initial wireframes, directed styling details and participated in testing before launch. The framework has been used on countless storefronts across Amazon globally and is still in use today.
Creating all content types needed for a flexible, responsive framework
Scaling out to all categories on Amazon