Fire TV Brand Refresh
The stream of your dreams.
︎︎︎The Task : Refresh the Fire TV Brand across strategy & design in a three month timeline.
Fire TV is one of Amazon’s lead device product lines with a multitude of smart TVs and streaming media players. The evolving brand was in need of a brand overhaul – inlcuding strategy, voice & tone and design across marketing, packaging, social, app, digital and retail.
This was a fast paced project with a small and talented internal team. I lead the design team and worked with internal partners to bring structure and cohesion to the Fire TV brand and it’s marketing endeavors. Embracing the original bold Fire TV Orange we created a system that was structured, yet built for future flexibility and creative development.
On top of the design system, I lead the design team to build a comprehensive internal brand portal where all information and guidance is available to keep the standards and rules of the brand easily accessible for anyone working on a Fire TV project or campaign.
Brand Studio Team
PRINCIPAL CREATIVE : Darryl Mascarenhas
CREATIVE DIRECTOR + DESIGN : Alexis Ames
ART DIRECTOR + DESIGN : Britt Knight
MOTION & ANIMATION : Jesse McGowan
DESIGNERS : Kacey Lee & Jayeeta Kundu
STRATEGISTS : Anita Olan & Will Taylor
VOICE & COPYWRITING : Christine Amy & Omar Curiel
PROGRAM MANAGER : Taso Kolonelos
HEAD OF BRAND MARKETING : Jamia Bigalow
SENIOR ART DIRECTOR : Tina Trierweiler