THE CHALLENGE - GRADIENT BRAND
Amazon Music had just gone through a rebrand introducing gradients as anchor for their brand and key art. I was tasked with creating new key art for Late Winter/Early spring within this new gradient language while also solving for a problem brought up during the rebreand: tying creative closer to the in app experience
THE SOLUTION: BRANDED MARRIAGE
Their main gradient components were full color and bright, while the in app design and experience was basically defaulted to dark mode (deep black backgrounds, pops of color over it) so the solution was to take this to its literal next step: pops over gradient color over black, no different from the color albums sitting over the black canvas that is the in app experience.
Their main gradient components were full color and bright, while the in app design and experience was basically defaulted to dark mode (deep black backgrounds, pops of color over it) so the solution was to take this to its literal next step: pops over gradient color over black, no different from the color albums sitting over the black canvas that is the in app experience.
ABOVE: Final designs for key art gradients that will be used in dozens of placements ranging from store front (amazon.com) to different ad placements both owned and operated as well as outside channels (META, blogs, etc)
BELOW: Introduced an animated components via After Effects, giving the gradients motion testing with copy from other markets outside of North America (15+ countries).
ABOVE: Examples of live creative in many different channels and markets. Takeaway was new, flexible key art used in most markets while also introducing a new toolkit and templates to the overall brand and design language.
