Can Your TV Do That?

I led the brand and creative evolution of Amazon Fire TV from its inception until 2019. I partnered closely with the broader brand team to shape a visual identity that could scale across an entire ecosystem — from online to the box in the customer’s hands.

From there, I owned the full visual system — product photography that made hardware look like desire. I evolved the Fire orange and red color palette to work across all channels. I led the teams building on-device marketing that turned the moment you hit the power button into a brand moment; in-store design that had to win a five-second battle for attention against a wall of competitors (and did); and online and social that kept the voice consistent whether you were scrolling a feed or standing in an aisle.

While the logo system evolved and matured alongside the product line, I helped turn Fire TV into something people recognized before they read the name. That's the job: make the brand so consistent, so confident, it does the selling before the copy ever kicks in.