Whole Foods
Role: Creative Director
Creative approach: Amazon Fresh is a grocery store and delivery service. Our goal was to rebrand the stores (both online and retail) and attract a different customer than Whole Foods’ demographic. I wanted to bring warmth and humanity to what’s generally seen as a cold tech brand. With punchy, fun copy and bright, bold colors, the goal was to telegraph quality at an affordable price.
Result: Within one year of the brand refresh, in-store sales had increased by 47%.
Prime Day
Amazon’s biggest savings event of the year is a reason to celebrate. We produced hundreds of assets across paid and owned media to shout from the rooftops that Prime Day is here.
New Store Openings
In 2024, Amazon Fresh opened 21 new stores and renovated 31 existing stores to match the rebrand. We built a modular set of assets that could be activated for any new store opening — focusing not just on low prices, but on the in-store experience — to drive foot traffic.
In-Store Signage
Bringing warmth into retail stores was crucial for the rebrand. For directional signage, clarity was king. But I wanted to be playful where appropriate, like on a kids’ sign for free fruit.
Holiday
We amped up the joy for this campaign, bringing in extra-optimistic words and imagery to conjure the coziness of the season.
Famous For
Amazon Fresh is “famous for” 4 huge discounts on household staples. In 15 seconds, we feature all 4 deals, using red sticker imagery to drive home those low prices and tying it all together with the line at the end.
Seasonal
It can be hard to find new ways to speak to events that happen every year. So we stayed laser-focused on the relatable food truths behind events like the Super Bowl and Valentine’s Day to avoid the tropes and break through the noise.
For Back to School, we led with the customer benefit of back-to-school grocery shopping: feeling fueled up and energized for the year ahead.
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