This is Amazon

Date: Summer 2020 & Autumn 2021
Role: Design Lead, Art Director

In-house team: Björn Conradi, Robbie Fererra

A print campaign to promote jobs in Amazon fulfilment centres. Featuring portraits of real employees alongside testimonials about their experiences, intended to change people’s perception about FC work. Working during the 2021 lockdown, I developed a minimal layout using a lot of white space, giving the images and stories a feel understated and human. This made the ads really stand out when seen amongst other bold and shouty ads in newspapers and magazines.

I rolled the campaign out for print in the UK and Germany, and the following year we brought the concept to life with social videos in France, Italy and Spain, using the same design language.

Print campaign 2020

Social campaign - 2021

Brand guidelines

This project had a big impact on the global design guidelines for Brand Truths, before this project the Brand Truths design guidelines used a condensed font, in all capitals, with a dark colour palette.

However after our print campaign, the global design team incorporated my new design approach, utilising a lot of white space, along with a much reduced colour palette and type treatment.