To tailor for Amazon’s complex business and human resource requirements, Amazon’s Global Talent Management & Compensation (GTMC) builds a wide range of products that inform human judgement at scale, helping millions of Amazon employees grow theirs and their teams' career. Both ‘psychology and science’ are leveraged to provide actionable insights to managers, leaders, and HR partners.
GTMC products (12+) cover the full employee lifecycle from onboarding to exit. The GTMC-X Design team is multidisciplinary and composed of UX, Visual, Researchers, and UX Writers. As the Creative Director, I co-own the creation of holistic GTMC branding, its visual and verbal design languages, and brand architecture.
GTMC products (12+) cover the full employee lifecycle from onboarding to exit. The GTMC-X Design team is multidisciplinary and composed of UX, Visual, Researchers, and UX Writers. As the Creative Director, I co-own the creation of holistic GTMC branding, its visual and verbal design languages, and brand architecture.
BACKGROUND:
GTMC is a division of Amazon HR. The complicated product-led structure of the business, the lack of understanding how brand perception is cumulated and the undefined brand hierarchy amongst GTMC, HR and Employer Brand are the project's key challenges.
BRAND OVERVIEW:
GTMC's existing visual brand is unintentional. Inheriting its look & feel from Amazon HR's UI design system, GTMC doesn’t yet have a comprehensive brand strategy.
GTMC is a division of Amazon HR. The complicated product-led structure of the business, the lack of understanding how brand perception is cumulated and the undefined brand hierarchy amongst GTMC, HR and Employer Brand are the project's key challenges.
BRAND OVERVIEW:
GTMC's existing visual brand is unintentional. Inheriting its look & feel from Amazon HR's UI design system, GTMC doesn’t yet have a comprehensive brand strategy.
THE WORK:
The project split into 4 phases: 1) Brand Strategy, 2) Brand Book, 3) Roll out and 4) Review & Improve.
Phase 1: Brand Strategy
I evaluated current brand health via a visual audit of all of GTMC’s products, internal and external reputation research papers, interviews with cross-organisation stakeholders. The audit shows significant aesthetic disparity across GTMC user touchpoints and Amazon’s other comms channels. This laid the foundation for the Brand Strategy document and the Brand Brief document. The Brand Strategy document identifies the problem, a solution and a RACI list of cross-function stakeholders. The Brand Brief document sets out the brand positioning, mission, vision, objectives, personality traits and statement.
The project split into 4 phases: 1) Brand Strategy, 2) Brand Book, 3) Roll out and 4) Review & Improve.
Phase 1: Brand Strategy
I evaluated current brand health via a visual audit of all of GTMC’s products, internal and external reputation research papers, interviews with cross-organisation stakeholders. The audit shows significant aesthetic disparity across GTMC user touchpoints and Amazon’s other comms channels. This laid the foundation for the Brand Strategy document and the Brand Brief document. The Brand Strategy document identifies the problem, a solution and a RACI list of cross-function stakeholders. The Brand Brief document sets out the brand positioning, mission, vision, objectives, personality traits and statement.
Brand audit and Illustration audit & recommendation
Phase 2: Brand Book
The Brand Book details GTMC identity, personalities, look & feel, tone of voice, colours, fonts, illustration system, video template, email template and marketing material templates. A communication strategy plan was drafted to give transparency and encourage cross-team collaboration.
Phase 3 & Phase 4: on hold due to org restructuring
The Brand Book details GTMC identity, personalities, look & feel, tone of voice, colours, fonts, illustration system, video template, email template and marketing material templates. A communication strategy plan was drafted to give transparency and encourage cross-team collaboration.
Phase 3 & Phase 4: on hold due to org restructuring
How the new illustration helped to tell employee's stories
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