When Amazon set out to launch its first-ever physical fashion store—Amazon Style—they needed a brand experience that felt fresh, elevated, and unmistakably Amazon. As Creative Lead, I oversaw the full 360° creative rollout, shaping the visual identity across every touchpoint: from in-store signage and visual merchandising to shipping bags, OOH, digital, and social campaigns. Every asset was crafted to bring the concept of “tech-meets-style” to life—merging Amazon’s innovation with a more editorial, fashion-forward lens. The result: a cohesive, shoppable brand world that introduced Amazon Style to the real world, for the very first time.