GTMC products (12+) cover the full employee lifecycle from onboarding to exit, serving millions of Amazonians worldwide. As their Creative Director, I co-owned holistic GTMC branding, visual and verbal design languages, and brand architecture.
BACKGROUND:
GTMC is a division of Amazon HR. Key challenges: complicated product structure, unclear brand perception, and undefined hierarchy among GTMC, HR, and Employer Brand.
GTMC's visual brand was unintentional—inheriting Amazon HR's UI without comprehensive brand strategy.
GTMC is a division of Amazon HR. Key challenges: complicated product structure, unclear brand perception, and undefined hierarchy among GTMC, HR, and Employer Brand.
GTMC's visual brand was unintentional—inheriting Amazon HR's UI without 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 audited GTMC products, research, and stakeholder interviews—revealing aesthetic disparity. This informed Brand Strategy and Brand Brief documents covering positioning, mission, vision, and objectives.
The project split into 4 phases: 1) Brand Strategy, 2) Brand Book, 3) Roll out and 4) Review & Improve.
Phase 1: Brand Strategy
I audited GTMC products, research, and stakeholder interviews—revealing aesthetic disparity. This informed Brand Strategy and Brand Brief documents covering positioning, mission, vision, and objectives.
Brand audit and Illustration audit & recommendation
Phase 2: Brand Book
Brand Book detailed identity, look & feel, tone, templates, and communication strategy, encouraging cross-team collaboration.
Phase 3 & Phase 4: handled by a different team due to org restructuring.
Brand Book detailed identity, look & feel, tone, templates, and communication strategy, encouraging cross-team collaboration.
Phase 3 & Phase 4: handled by a different team due to org restructuring.
How the new illustration helped to tell employee's stories
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