Alexa McNae – Group Creative Director, Head of Brand Design at Amazon

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	<title>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</title>
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		<pubDate>Wed, 22 Mar 2023 15:39:34 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

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		<description>Group Creative Director


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Rebranding the world’s third most-valuable brand, Amazon.


Our primary objective in developing a new global design system for Amazon was to enhance brand recognition and consistency across all touchpoints. This initiative stemmed from the need to create a cohesive brand experience that would be immediately identifiable to customers, regardless of their interaction with Amazon. Building on a newly established brand architecture, which strategically organized our diverse offerings into distinct cohorts with hierarchical sub-brands, our task was two-fold. First, we needed to identify and reinforce the core elements of Amazon's identity that would serve as consistent “fixed” points across all cohorts, ensuring a unified brand expression. Second, we had to determine the flexible components within this system that would allow individual sub-brands within each cohort to tailor their communication to their specific customer bases effectively. This balanced approach aimed to maintain Amazon's overarching brand integrity while enabling nuanced, audience-appropriate messaging for our various product and service lines across the world.


The Holidays at Amazon


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Our creative vision for the global holiday campaign centered on crafting an emotionally resonant visual narrative that celebrates the universal magic of gift-giving. For this annual campaign, we developed a dynamic visual expression that captures both intimate moments of discovery and grand celebrations, reflecting the journey from finding the perfect gift to experiencing the joy of giving. Through thoughtfully curated imagery, motion design, and storytelling elements, we brought to life those treasured seasonal moments that define holiday gift-giving: the anticipation of discovery, the thrill of finding exactly what you're seeking, and the pure delight of watching someone open the perfect present. This approach not only reinforced Amazon's role as the destination for holiday shopping, but also deepened emotional connections with our global audience by celebrating the human experiences that make the season meaningful.

Rebranding the iconic kitchen company, Sur La Table


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	As Creative Director of Sur La Table, I partnered with CMO Beth Gumm to elevate the brand around an entirely new brand positioning that brought warmth and authenticity central to Sur La Table’s original roots back in focus. This included a complete rebuild of the visual identity for the fifty-year-old company including all facets of brand expression from messaging strategy, color, typography, photo art direction, iconography, all realized across the diverse set of marketing collateral from phyiscal instore, to direct mail to digital. &#38;nbsp;
	With origins beginning in Pike Place Market in 1972, the opportunity to craft rich stories around “Make More” became central to our efforts in re-establishing the beloved brand as a destination for celebrating the joy of cooking.

The Holiday Kids Gift Book&#38;nbsp;

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	Now in its eigth year, I evolved the Amazon Holiday Kids Gift Book from a seasonal catalogue into a strategic brand initiative aimed at driving both commercial and emotional value across multiple media touchpoints. Starting in 2020, 
I ideated the Fox and woodland characters from scratch in collaboration with our illustrator Erin Wallace. From there, my team worked together to create narratives of joy and adventure realized through activities across the pages that have made the Amazon Holiday Kids Gift Book an iconic and beloved customer experience.
	Since 2020, the Fox and woodland characters have inspired several extensions and activations including a custom Roblox gaming experiences built from the world we imagined, to virtual shopping experiences, private label products, Alexa integrations using AI voice technology, and 5th Avenue storefront windows. The Holiday Kids Gift Book has also localized across the world including Canada, Japan and the UK.

&#38;nbsp;
Identity design for London-based, luxury accessories brand Yosuzi


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Yosuzi was a small brand with big ambitions of turning authentic and beautifully hand-crafted hats from Venezuela into a lifestyle luxury brand. To exemplify the vision on the woman and BIPOC-owned small business, I created a new visual identity to reflect the founder’s heritage as well as embody the elevated aesthetics of her products.&#38;nbsp;
CulTúra campaign created to celebrate Hispanic Heritage Month at Amazon

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CulTÚra, the cornerstone of the Hispanic Heritage Month campaign at Amazon, means to shift the annual celebration from a moment in time to a movement by focusing on the stories and unique backgrounds of Hispanic entrepreneurs who sell on Amazon. Bright colors, vibrant icons, in-depth interviews, and bold portrait illustrations pay tribute to these individuals who are moving Hispanic culture forward and helping to make Amazon a better company. As an extension of the campaign, we created our first zine honoring the success of Hispanic-owned small businesses at Amazon. It features interviews with CEOs alongside art and typography by Brazilian illustrator, Mel Cerri.

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The CulTÚra zine was awarded Best-In-Show in the Design category by Communication Arts in 2023.

Identity design for the restaurant and bakery in the Brentwood Country Mart&#38;nbsp;
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Working under British-American Creative Director Clive Piercy, I delivered a comprehensive brand identity system for Farmshop, a new restaurant concept by celebrated chef Jeff Cerciello, formerly of French Laundry. The project required a versatile but simple and elevated design solution that could scale across multiple touchpoints – restaurant, bakery, and market – while maintaining visual cohesion. Launching in 2010 at the Brentwood Country Mart, the brand system expanded to support Farmshop's growth into Marin County's Larkspur Landing location. The design system quickly earned industry recognition, including a James Beard Award for Outstanding Restaurant Graphics. The result: a distinctive visual identity that helped establish Farmshop as a memorable dining destination and has persisted for over 15 years.
Saving the day with everyday essentials.


To support a campaign centered promoting Amazon’s core pillars of value, selection and convenience, we created a dynamic and vibrant social series that amplifies Amazon's proposition through relatable, seasonal storytelling with a touch of charm. &#38;nbsp;
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		<title>Information</title>
				
		<link>https://alexamcnae.com/Information</link>

		<pubDate>Wed, 22 Mar 2023 15:39:34 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Information</guid>

		<description>Hello, 
I lead Brand Design at Amazon.


	As global Head of Brand Design at Amazon, I direct the vision and execution of visual brand standards that shape how millions of customers experience the world's third most valuable brand. My scope includes directing Amazon's highest-profile retail campaigns, ensuring brand cohesion across our diverse set of marketing surface areas, and overseeing our physical marketing channels. 
With nearly two decades of design leadership experience across brands including Amazon, Martha Stewart, One Kings Lane, and Sur La Table, I specialize in transforming and elevating brand visual expression through strategic design thinking and innovative creative direction.


	I thrive in high-stakes environments where complexity and ambiguity are the norm. My leadership philosophy centers on driving design excellence and brand consistency at scale, building and mentoring high-performing creative teams, recruiting and developing world-class talent, and delivering results.
Please reach out if you would like to connect or chat. As Michael Graves aptly put, “my favorite project is always the next one.”

 
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		<title>Mobile header</title>
				
		<link>https://alexamcnae.com/Mobile-header</link>

		<pubDate>Wed, 22 Mar 2023 15:39:34 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

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Information
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		<title>Mobile nav</title>
				
		<link>https://alexamcnae.com/Mobile-nav</link>

		<pubDate>Wed, 22 Mar 2023 15:39:34 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

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Lorem IpsumPraese Vita
Nulla Vehicu AlusUkamCorsDictum MagnamaxCursus ExSuspendisse EstFacili SapEt Magnis DiscPhasellusNewsletter
Email
Instagram
Twitter
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		<title>Projects</title>
				
		<link>https://alexamcnae.com/Projects</link>

		<pubDate>Wed, 22 Mar 2023 15:39:35 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Projects</guid>

		<description>
	
&#60;img width="3001" height="1876" width_o="3001" height_o="1876" data-src="https://freight.cargo.site/t/original/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" data-mid="172694266" border="0"  src="https://freight.cargo.site/w/1000/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" /&#62;
&#60;img width="3001" height="1876" width_o="3001" height_o="1876" data-src="https://freight.cargo.site/t/original/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" data-mid="172694266" border="0"  src="https://freight.cargo.site/w/1000/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" /&#62;

	
&#60;img width="3001" height="1876" width_o="3001" height_o="1876" data-src="https://freight.cargo.site/t/original/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" data-mid="172694266" border="0"  src="https://freight.cargo.site/w/1000/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" /&#62;
&#60;img width="3001" height="1876" width_o="3001" height_o="1876" data-src="https://freight.cargo.site/t/original/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" data-mid="172694266" border="0"  src="https://freight.cargo.site/w/1000/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" /&#62;

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec a lacus et felis porttitor tempus ac sed eros. Nam dictum finibus nulla vel egestas. Quisque luctus, neque ac dapibus iaculis, magna eros faucibus nibh, a vehicula libero leo id justo. Donec non nisl nibh. Proin elementum vitae ipsum quis posuere. Morbi lacinia ut metus eget finibus. Aliquam eu iaculis nunc, porttitor convallis lacus. Etiam vitae felis id lorem vulputate pellentesque. Nullam at malesuada orci, vel tincidunt est. Vivamus malesuada tortor vel sapien bibendum porta.


&#60;img width="3001" height="1876" width_o="3001" height_o="1876" data-src="https://freight.cargo.site/t/original/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" data-mid="172694266" border="0"  src="https://freight.cargo.site/w/1000/i/266c3eef1a0a1d03e5b656d94771db91d84f98862acfea28c88ca64897e52c0f/horizontal.svg" /&#62;

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		<title>Amazon Rebrand</title>
				
		<link>https://alexamcnae.com/Amazon-Rebrand</link>

		<pubDate>Wed, 22 Mar 2023 15:39:35 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Amazon-Rebrand</guid>

		<description>
	Amazon Rebrand

	Amazon XCM
Global CCO VP: Jo Shoesmith
GCD: Alexa McNae and Chris See

Head of Brand Affinity: Jonathan Cohen
CD: Andrew Almeter and Lacy Muhich
Designers: Michael Woody, Melissa Bradley, Vanessa Hopkins, Jonathan Rinker, Celine Han, Ayako High
CW: Matthew Schnirman and Torin Daniels
Koto Studio
James Greenfield, Arthur Foliard, Alex Monger, Patrick Kolstad
Typography
NaN, Morisawa, and Matter Dubai
Awards
Type Directors Club 71The One Show, Bronze
Communication Arts, Best Integrated Branding System&#38;nbsp;


Amazon faced a defining challenge uniting over 50 distinct brands while preserving innovation that fueled its evolution from online bookstore to the third most valuable brand in the world. The solution: a fully rethought Brand Architecture and Design System that transforms complexity into meaningful customer connections. Built around Amazon’s signature orange and Smile logo, this system creates instant recognition while allowing each service to maintain its unique personality.Through extensive collaboration between our in-house creative team at XCM and Koto Studio, a transformative framework emerged. 
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9fcdfbda9c6e245d11bc33e82edd32d46bde9d67c4b9237c45fca494f2a80ed7/Summary_Brand-Arch.png" data-mid="236104762" border="0"  src="https://freight.cargo.site/w/1000/i/9fcdfbda9c6e245d11bc33e82edd32d46bde9d67c4b9237c45fca494f2a80ed7/Summary_Brand-Arch.png" /&#62;

 
Our comprehensive brand redesign launched globally in less than a year and touched every aspect of Amazon's visual identity. At its core, we refined the Amazon logo and its iconic smile. We also developed a new brand typeface, Ember Modern that pays homage to the original Kindle font but with a new level modern expression. This new design system meticulously addressed all elements of our brand expression, creating a cohesive and modernized visual language for Amazon worldwide.


&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f08ec0800b9934373acd28b02d87d59086565e5fb8378df970955414ab9c2da8/Frame-1.png" data-mid="236011372" border="0"  src="https://freight.cargo.site/w/1000/i/f08ec0800b9934373acd28b02d87d59086565e5fb8378df970955414ab9c2da8/Frame-1.png" /&#62;


To help customers better recognize Amazon and engage with its full range of services, the new system created a more cohesive experience while preserving each service's unique personality through custom components of brand expression. In addition to the Amazon logo optimization and custom Ember Modern font, we created a new suite of accesssible brand colors as well as a new system for iconography, direction on brand voice, art direction, and motion design. We also developed an entirely new logo structure and philosophy for sub-brands to ensure consistency and cohesion across all of Amazon’s core offerings and businesses.&#38;nbsp;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6b2e41732c0cbb50f239aff9e9ee6f081e5f69132fed249cff1d31a7d50d144e/Color.png" data-mid="236104890" border="0"  src="https://freight.cargo.site/w/1000/i/6b2e41732c0cbb50f239aff9e9ee6f081e5f69132fed249cff1d31a7d50d144e/Color.png" /&#62;


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&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7c9dc8631ffa1512e97cb47a947a8f80b3da1aeee30cdfbffc1791113d7e182b/Delivered-with-a-smile.png" data-mid="236104908" border="0"  src="https://freight.cargo.site/w/1000/i/7c9dc8631ffa1512e97cb47a947a8f80b3da1aeee30cdfbffc1791113d7e182b/Delivered-with-a-smile.png" /&#62;


&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e089e681a552681d60e18d1692a41a8a04c47b05d7c572b422844b72f2bfed23/Type-Specimen.png" data-mid="237049533" border="0"  src="https://freight.cargo.site/w/1000/i/e089e681a552681d60e18d1692a41a8a04c47b05d7c572b422844b72f2bfed23/Type-Specimen.png" /&#62;


Designed to unite, built to scale. &#38;nbsp;&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/818b293b9f6ba4ed990c44010a4a83a4dfe0884af12efe29bc4ed36eda874bd2/Amazon_App_Tiles-1.png" data-mid="237076674" border="0"  src="https://freight.cargo.site/w/1000/i/818b293b9f6ba4ed990c44010a4a83a4dfe0884af12efe29bc4ed36eda874bd2/Amazon_App_Tiles-1.png" /&#62;


Redefining retail expression&#38;nbsp;As an extension of the new brand design system, we simultaneously redefined how retail is expressed worldwide at Amazon, focusing on our optimized core brand color, Smile Orange, as well as the expressiveness of our new typeface, Ember Modern. Using these as core elements as the foundation for retail expression, we developed a distinct style of art direction, designed to convey optimism and warmth that when paired with our unique brand voice and tone, present a brand that is unmistakenly Amazon.&#38;nbsp;&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e53147d1d0277460156c6582fd73fb3327a374ed77c38fe7937a3b5497579d3a/Retail_Social.png" data-mid="237076658" border="0"  src="https://freight.cargo.site/w/1000/i/e53147d1d0277460156c6582fd73fb3327a374ed77c38fe7937a3b5497579d3a/Retail_Social.png" /&#62;


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		<title>The Holidays</title>
				
		<link>https://alexamcnae.com/The-Holidays</link>

		<pubDate>Fri, 01 Aug 2025 17:20:26 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/The-Holidays</guid>

		<description>
	The Holidays at Amazon
	XCM
VP, Global CCO: Jo Shoesmith
GCD: Alexa McNae
CDs: Andrea Hilliard and Melissa Bradley
AD: Julianna Schulte
Designer: Ayako High, Eva Grate
CW: Matthew Schnirman
Producer: Chris Ritter
Photography
Cody Guilfoyle, Tara Donne, Arno Frugier, 
Jeremy Liebman


Joy is shared.


Building on the success of our 2023 "Joy is Shared" platform, the 2024 Holiday Campaign maintained the core design expression that resonated globally while introducing strategic creative refinements. This included enhancing the overall graphic sensibility with interactive elements and an evolved color palette that, when applied across an omni-channel campaign, created a dynamic and vibrant experience aimed at strengthening our connection with younger audiences. These optimizations were designed to ensure our campaign remained aligned with evolving consumer expectations while celebrating those universal moments of satisfaction, delight, and triumph that come from bringing joy to family and friends.


In 2024, we created an extensive suite of creative for social designated for paid placements across a diversity of platforms. These assets intentionally leveraged design direction from our style guide inclusive of photo art direction to build a cohesive campaign across multiple channels.&#38;nbsp;


&#60;img width="1920" height="396" width_o="1920" height_o="396" data-src="https://freight.cargo.site/t/original/i/8b0fe918502917d3349f14f3544af9ab1bd4400ebfc1d1f1457c24bd6ac24065/Swatches-1.png" data-mid="236658177" border="0"  src="https://freight.cargo.site/w/1000/i/8b0fe918502917d3349f14f3544af9ab1bd4400ebfc1d1f1457c24bd6ac24065/Swatches-1.png" /&#62;
The 2024 Holiday campaign elevated traditional gift-giving by focusing on the unique feeling of satisfaction, delight, and triumph that comes from bringing joy to family and friends. Through a carefully crafted global design expression, the campaign brought to life those joyful seasonal moments that resonate across cultures. By acknowledging the diversity of traditions while emphasizing the universal truth that "everyone likes getting it right," this campaign elevated the shared human experience.

&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/d432ac94f63e2b9153f6680afd80780c36a57de03968fe8d11503cb8426a2562/Retail_Holiday_Guilfoyle_Gifting-v7_Square_1x1_1500x1500.jpg" data-mid="236658580" border="0"  src="https://freight.cargo.site/w/1000/i/d432ac94f63e2b9153f6680afd80780c36a57de03968fe8d11503cb8426a2562/Retail_Holiday_Guilfoyle_Gifting-v7_Square_1x1_1500x1500.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/60b31a1a079ff84ff3f6a46c138e78c115f4b54904b4353825f2e86f5a26a14b/Retail_Holiday_Guilfoyle_ThanksgivingFriendsgiving_Square_1x1_0581_GIF_jw_v4.gif" data-mid="236658599" border="0"  src="https://freight.cargo.site/w/1000/i/60b31a1a079ff84ff3f6a46c138e78c115f4b54904b4353825f2e86f5a26a14b/Retail_Holiday_Guilfoyle_ThanksgivingFriendsgiving_Square_1x1_0581_GIF_jw_v4.gif" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/fb1e5e9003877ce4e59009fbdb53f3dac06d961a8df677e18d1515225b5d6eb8/Retail_Holiday_Guilfoyle_TrendingBeautyandFashionGifts_Square_1x1_0244_GIF_jw_v2.gif" data-mid="236658602" border="0"  src="https://freight.cargo.site/w/1000/i/fb1e5e9003877ce4e59009fbdb53f3dac06d961a8df677e18d1515225b5d6eb8/Retail_Holiday_Guilfoyle_TrendingBeautyandFashionGifts_Square_1x1_0244_GIF_jw_v2.gif" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/0284451e3dd2ae2fea5a09aa1f3d15ddb8b60686d8d979052be62d15d41c8905/Retail_Holiday_Guilfoyle_GiftingHero06V2_Square_1x1_0461_GIF_jw_v3.gif" data-mid="236658592" border="0"  src="https://freight.cargo.site/w/1000/i/0284451e3dd2ae2fea5a09aa1f3d15ddb8b60686d8d979052be62d15d41c8905/Retail_Holiday_Guilfoyle_GiftingHero06V2_Square_1x1_0461_GIF_jw_v3.gif" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/5336b4d0027de52aa77e0264cac4238005ea3acc21e44f04e87c1155789dbb12/Retail_Holiday_Guilfoyle_GiftsForTheCook_Square_1x1_0798_GIF_jw_v2.gif" data-mid="236658604" border="0"  src="https://freight.cargo.site/w/1000/i/5336b4d0027de52aa77e0264cac4238005ea3acc21e44f04e87c1155789dbb12/Retail_Holiday_Guilfoyle_GiftsForTheCook_Square_1x1_0798_GIF_jw_v2.gif" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/660dcb36b4a310acdd1db90fcc66c077540d6214e226b79179c6f69040fea553/Retail_Holiday_Guilfoyle_Gifting-v3_Square_1x1_1500x1500.jpg" data-mid="236658605" border="0"  src="https://freight.cargo.site/w/1000/i/660dcb36b4a310acdd1db90fcc66c077540d6214e226b79179c6f69040fea553/Retail_Holiday_Guilfoyle_Gifting-v3_Square_1x1_1500x1500.jpg" /&#62;


The campaign for Black Friday Week played globally across multiple paid media channels in the US, CA, EU, AU and SG including out-of-home in Times Square, digital display, social, physical owned and operated, and onsite. Leveraging the core components of the visual expression we created for one of Amazon’s most highly anticipated worldwide events, we created a cohesive system built upon the foundation of our core brand color, Smile Orange, with accents of neon and shimmer to evoke a graphic yet seasonal appeal.


&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e0f2dc4ee41b705585af932624ce1e465bc236afea151d81524e4c00267c86e4/Retail_BFCM_Guilfoyle_CM_Weekend_03_SquareHero_GIF_1x1_JB.gif" data-mid="237076988" border="0"  src="https://freight.cargo.site/w/1000/i/e0f2dc4ee41b705585af932624ce1e465bc236afea151d81524e4c00267c86e4/Retail_BFCM_Guilfoyle_CM_Weekend_03_SquareHero_GIF_1x1_JB.gif" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/2e6f7ec0c9e47bf676092f9377c45657ff89f35518ace593b082660dcdb98fbe/Retail_BFCM_Donne_21_Square_1500x1500.jpg" data-mid="237076983" border="0"  src="https://freight.cargo.site/w/1000/i/2e6f7ec0c9e47bf676092f9377c45657ff89f35518ace593b082660dcdb98fbe/Retail_BFCM_Donne_21_Square_1500x1500.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/a6f280eb3d1b3af35d139fbc7bd8fd612d9c6530bf2aaeeef5a9c796f31f855f/Retail_BFCM_Guilfoyle_01_1500x1500.jpg" data-mid="237076985" border="0"  src="https://freight.cargo.site/w/1000/i/a6f280eb3d1b3af35d139fbc7bd8fd612d9c6530bf2aaeeef5a9c796f31f855f/Retail_BFCM_Guilfoyle_01_1500x1500.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/758c59219b572ccfa185ff7286a410cd6cf1cbe0979401c61413a81d9bb556b4/Retail_BFCM_Donne_15_Square_1500x1500.jpg" data-mid="237076981" border="0"  src="https://freight.cargo.site/w/1000/i/758c59219b572ccfa185ff7286a410cd6cf1cbe0979401c61413a81d9bb556b4/Retail_BFCM_Donne_15_Square_1500x1500.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/b45b6e556d66332103c2ff2ef7c79fe6c3a15a19b51863a32e0e8d9029b396fc/Retail_BFCM_Donne_22_Square_1500x1500.jpg" data-mid="237076984" border="0"  src="https://freight.cargo.site/w/1000/i/b45b6e556d66332103c2ff2ef7c79fe6c3a15a19b51863a32e0e8d9029b396fc/Retail_BFCM_Donne_22_Square_1500x1500.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/1a6c97247074f2c61e1828a5071dbbca27d27f1be76a4a75a07b6ece47641743/Retail_BFCM_Guilfoyle_Early_BF_LeadUp_07B_mobile-1500x1500_GIF_LH_v3.gif" data-mid="237077071" border="0"  src="https://freight.cargo.site/w/1000/i/1a6c97247074f2c61e1828a5071dbbca27d27f1be76a4a75a07b6ece47641743/Retail_BFCM_Guilfoyle_Early_BF_LeadUp_07B_mobile-1500x1500_GIF_LH_v3.gif" /&#62;


From box to gift box, just like that.
&#60;img width="1920" height="1060" width_o="1920" height_o="1060" data-src="https://freight.cargo.site/t/original/i/8218222a6fbbfc64ba09d1ce9c741d3cc881feb752dabb52976088ca75730197/OOH.png" data-mid="236551999" border="0"  src="https://freight.cargo.site/w/1000/i/8218222a6fbbfc64ba09d1ce9c741d3cc881feb752dabb52976088ca75730197/OOH.png" /&#62;


The 2023 Holiday campaign elevated traditional gift-giving by focusing on the unique feeling of satisfaction, delight, and triumph that comes from bringing joy to family and friends. Through a carefully crafted global design expression, the campaign brought to life those joyful seasonal moments that resonate across cultures. By acknowledging the diversity of traditions while emphasizing the universal truth that "everyone likes getting it right," this campaign elevated the shared human experience.


&#60;img width="1786" height="1787" width_o="1786" height_o="1787" data-src="https://freight.cargo.site/t/original/i/6a7b1d6dbcbbc2a2beb5fb9e4b995aa0a15945f21d5705c24f218ce165f8c74d/US2022DB104_EVENTS_HOLIDAY_MIXED_PRODUCT_1_SQUARE_MAIN_jw_v2.jpg" data-mid="236551714" border="0"  src="https://freight.cargo.site/w/1000/i/6a7b1d6dbcbbc2a2beb5fb9e4b995aa0a15945f21d5705c24f218ce165f8c74d/US2022DB104_EVENTS_HOLIDAY_MIXED_PRODUCT_1_SQUARE_MAIN_jw_v2.jpg" /&#62;
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Part of the insight included the important truth that every holiday. there are all types of shoppers, all
across the world. There’s the classic “get-it-done-early” type. The
“wait-til-the-last-minute” type. The “always-finds-the-perfect-gift,” the
“always-finds-the-best-deal,” and the “never-shows-up-empty-handed” types. This campaign on centered on featuring all types of personas to ensure discovery of the perfect gift, no matter at what point the customer finds themselves in the season.


&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8ec25022ea85160e5d71db2b345b7f04016be822ef03d731a3f87b710c938db3/Mobile-HP.png" data-mid="236552624" border="0"  src="https://freight.cargo.site/w/1000/i/8ec25022ea85160e5d71db2b345b7f04016be822ef03d731a3f87b710c938db3/Mobile-HP.png" /&#62;
	To bring this campaign to life, we developed key facets of design expression to achieve both emotional resonance and brand elevation: a vibrant holiday color palette, gold textural elements to signal premium quality, and warm environmental settings to create aspirational yet accessible lifestyle moments. To maintain consistency across all consumer touchpoints, we established distinct graphic art direction that could flex across channels while retaining campaign recognition.&#38;nbsp;
	The messaging strategy employed a playful tone to cut through seasonal clutter and forge stronger emotional connections with our audience. These strategic decisions were codified in a detailed style guide, ensuring that every campaign element, from digital to print to environmental, worked cohesively to deliver against our core campaign objectives of joyful moments while building brand equity during this crucial retail period.


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To convey joyful moments, we focused part of the creative on capturing authentic celebrations that would resonate across diverse audience segments. Working with acclaimed photographer Arno Frugier, we crafted a narrative around a holiday gathering that intentionally showcased the intersection of friends and family, a dynamic created to reflect modern holiday celebrations. Art direction focused on creating moments that felt spontaneous and genuine rather than overly staged, allowing us to capture the natural chemistry and emotional connections between guests.
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/628cd19dc9ee22cac6b9f1f4046e7f9939a21ef82759db74b3b4e2fa09ecdee5/boy-dog.png" data-mid="236557042" border="0"  src="https://freight.cargo.site/w/1000/i/628cd19dc9ee22cac6b9f1f4046e7f9939a21ef82759db74b3b4e2fa09ecdee5/boy-dog.png" /&#62;

We deliberately styled the environment to strike a balance between aspirational and attainable, using lighting and set design to create a warm, inviting atmosphere that would feel both elevated and familiar to our audience. The casting strategy was carefully considered to represent the a contemporary holiday celebration, moving beyond traditional family structures to include the chosen families and friend groups that are increasingly central to modern gatherings. These visual assets were designed to be versatile enough to work across multiple channels while consistently reinforcing our campaign's core insight about the universal joy of creating meaningful moments for others.


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		<title>Holiday Kids Gift Book</title>
				
		<link>https://alexamcnae.com/Holiday-Kids-Gift-Book</link>

		<pubDate>Fri, 25 Jul 2025 23:18:46 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Holiday-Kids-Gift-Book</guid>

		<description>
	Holiday Kids Gift Book and Roblox
	Amazon XCMCCO and VP: Jo Shoesmith
GCD: Alexa McNae
CD: Melissa Bradley
AD: Julianna Schulte
Designers: Eva Grate, Michael Woody
CW: Matthew Schnirman and Torin Daniels
Illustrators
Laura C. Moyer (2024-2025)
Matthew Forsythe (2023)
Lisk Feng (2022)
Erin Wallace (2020-2021)
Agency
Hybrid Studio (2024-2025)


Now in its eigth year, I evolved the Amazon Holiday Kids Gift Book from a seasonal catalogue into a strategic brand initiative aimed at driving both commercial and emotional value across multiple media touchpoints. Starting in 2020, I ideated the Fox and woodland characters from scratch in collaboration with our illustrator Erin Wallace. From there, my team worked together to create narratives of joy and adventure realized through activities across the pages that have made the Amazon Holiday Kids Gift Book an iconic and beloved customer experience.
	Since 2020, the Fox and woodland characters have inspired several extensions and activations including a custom Roblox gaming experiences built from the world we imagined, to virtual shopping experiences, private label products, Alexa integrations using AI voice technology, and 5th Avenue storefront windows. The Holiday Kids Gift Book has also localized across the world including Canada, Japan and the UK.
&#60;img width="2000" height="2173" width_o="2000" height_o="2173" data-src="https://freight.cargo.site/t/original/i/cc90a37a6851d752002d13aad2ff41437e12ef5a1b80a8b881f4f9a09824a951/HTB25_Cover.png" data-mid="237707819" border="0"  src="https://freight.cargo.site/w/1000/i/cc90a37a6851d752002d13aad2ff41437e12ef5a1b80a8b881f4f9a09824a951/HTB25_Cover.png" /&#62;
Share the Joy

&#60;img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/8b1d9ab78a0f51d6a6b16be1ca524a37da135524fb143d6afdb0b8b5e00c6b7f/IFC.jpg" data-mid="237708170" border="0"  src="https://freight.cargo.site/w/1000/i/8b1d9ab78a0f51d6a6b16be1ca524a37da135524fb143d6afdb0b8b5e00c6b7f/IFC.jpg" /&#62;Working with Hybrid Studio and illustrator Laura C. Moyer, we reimagined the 2024 Holiday Kids Gift Book to create a magical experience for customers. Moyer's graphic approach to the woodland characters, paired with Amazon's updated brand design system, brought a new level of delight to this annual tradition. The result: a festive gift guide that captures the wonder of the holiday season while making it easier for customers to discover an astonishing collection of gifts for the kids in their lives.

&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/632c048329914bc1a37a577ba62b5c7b7395f3de2ee13e9530ac23ff5171d90a/Frame-9.png" data-mid="237708133" border="0"  src="https://freight.cargo.site/w/1000/i/632c048329914bc1a37a577ba62b5c7b7395f3de2ee13e9530ac23ff5171d90a/Frame-9.png" /&#62;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0dccff1c1a572835598693b7464a08f667ed7b85adffcd44a1bc5f94c637c8be/Frame-7.jpg" data-mid="237708190" border="0"  src="https://freight.cargo.site/w/1000/i/0dccff1c1a572835598693b7464a08f667ed7b85adffcd44a1bc5f94c637c8be/Frame-7.jpg" /&#62;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6e1c461346d2b6677b150e5708c9c1f6367dee9e87c2aab181b30f73e2c244c0/Stuffies.jpg" data-mid="237708406" border="0"  src="https://freight.cargo.site/w/1000/i/6e1c461346d2b6677b150e5708c9c1f6367dee9e87c2aab181b30f73e2c244c0/Stuffies.jpg" /&#62;In addition to creating exclusive stuffed animals based on the characters in our book, we also developed holiday windows for the former Lord &#38;amp; Taylor building on 5th Ave in New York City.&#38;nbsp;
&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/1daf8ff657b5fb001d585a92c3289270d7e50b4778d80fa2be328c7770921ae6/ILLUSTRATION.jpg" data-mid="237708465" border="0"  src="https://freight.cargo.site/w/1000/i/1daf8ff657b5fb001d585a92c3289270d7e50b4778d80fa2be328c7770921ae6/ILLUSTRATION.jpg" /&#62;Building upon the launch of the Holiday Kids Gift Book through Roblox, we reimagined a world reflective of Laura C. Moyer’s characters and launched a new game.&#38;nbsp;


&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/fafa878889afb9cf76b2d94e4556920cc5a9498b205868162613d0e7d783bc24/ROBLIOX.jpg" data-mid="237708491" border="0"  src="https://freight.cargo.site/w/1000/i/fafa878889afb9cf76b2d94e4556920cc5a9498b205868162613d0e7d783bc24/ROBLIOX.jpg" /&#62;
&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8636c43f22916e539a167d5947a263dd433a18b45acb40b1dec281def6d2fa8d/ROBLOX2.jpg" data-mid="237708495" border="0"  src="https://freight.cargo.site/w/1000/i/8636c43f22916e539a167d5947a263dd433a18b45acb40b1dec281def6d2fa8d/ROBLOX2.jpg" /&#62;

The Holiday Dash


&#60;img width="720" height="943" width_o="720" height_o="943" data-src="https://freight.cargo.site/t/original/i/19b6668bf3777688aa13d5fb659a9e95cc51d9d28c9cf8050182c3659f395b6e/Holiday_Toybook_2023_EN_animation_FINAL_reduced-1.gif" data-mid="237708565" border="0"  src="https://freight.cargo.site/w/720/i/19b6668bf3777688aa13d5fb659a9e95cc51d9d28c9cf8050182c3659f395b6e/Holiday_Toybook_2023_EN_animation_FINAL_reduced-1.gif" /&#62;
In 2023, we partnered with illustrator Matthew Forsythe to bring a painterly style to the woodland characters with a focus on their discreet personalities and esoteric charm. Designed around the concept of a wintery holiday race through the forest, we crafted scenes of adventure that culminated in Mouse ultimately winning the race. To pair with Matthew’s illustrations, we wrote a story that highlighted the excitement of a race about to begin, including destinations such as Flatspin Forest and Ice Ice Cavey.&#38;nbsp;

&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2f5a76bd3db6d2f07df3c24ad10d86dab0f462d2d80236d150b8f713350c474f/IFC-23.jpg" data-mid="237708628" border="0"  src="https://freight.cargo.site/w/1000/i/2f5a76bd3db6d2f07df3c24ad10d86dab0f462d2d80236d150b8f713350c474f/IFC-23.jpg" /&#62;
&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4ad675f3f7434129fd98719959ca52292a086980927537b4f3b6c5c356ac3208/IFC-23A.jpg" data-mid="237708629" border="0"  src="https://freight.cargo.site/w/1000/i/4ad675f3f7434129fd98719959ca52292a086980927537b4f3b6c5c356ac3208/IFC-23A.jpg" /&#62;

&#60;img width="3840" height="404" width_o="3840" height_o="404" data-src="https://freight.cargo.site/t/original/i/44b57b49251ac078fd602fcc2468063dc5f3941f2fc4af17048da4daa6ac035e/COLOR1.jpg" data-mid="237708874" border="0"  src="https://freight.cargo.site/w/1000/i/44b57b49251ac078fd602fcc2468063dc5f3941f2fc4af17048da4daa6ac035e/COLOR1.jpg" /&#62;
&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d9d185368eed4c5197f3a50d525f1d978f78e817ed849a48915f111d10692949/SPREADS-23.jpg" data-mid="237708640" border="0"  src="https://freight.cargo.site/w/1000/i/d9d185368eed4c5197f3a50d525f1d978f78e817ed849a48915f111d10692949/SPREADS-23.jpg" /&#62;In 2023, we partnered with Roblox and agency The Gang to create a new game based off the characters and the holiday wintry race including mini worlds inspired by the destinations and adventures created in the Holiday Kids Gift Book.&#38;nbsp;
&#60;img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/90dcd021d38ab73ca09f9e6b522db7e52a44fcd0d83bfdcd59556163f4b8ae0a/ROBLOX-23.jpg" data-mid="237708884" border="0"  src="https://freight.cargo.site/w/1000/i/90dcd021d38ab73ca09f9e6b522db7e52a44fcd0d83bfdcd59556163f4b8ae0a/ROBLOX-23.jpg" /&#62;

Share the Adventure&#38;nbsp;&#60;img width="2000" height="2173" width_o="2000" height_o="2173" data-src="https://freight.cargo.site/t/original/i/6ac62207d6db7cc22e01e8360f1af478f1542e792a0bcefe54a21152df4fe93c/HTB22_Cover_WhiteBG.jpg" data-mid="236274775" border="0"  src="https://freight.cargo.site/w/1000/i/6ac62207d6db7cc22e01e8360f1af478f1542e792a0bcefe54a21152df4fe93c/HTB22_Cover_WhiteBG.jpg" /&#62;In 2022, we partnered with acclaimed illustrator Lisk Feng who brought a dimension of light and whimsy unique to the Kids Gift Book, including new character outfits. In collaboration with Roblox, we developed the first bespoke Roblox game based off the characters and the activities.&#38;nbsp;


&#60;img width="4200" height="1918" width_o="4200" height_o="1918" data-src="https://freight.cargo.site/t/original/i/d0f7582768959a084fe98998f761bf7c93cbc943649cee92a13a3a735ce2fa25/2022_Characters.jpg" data-mid="237078240" border="0"  src="https://freight.cargo.site/w/1000/i/d0f7582768959a084fe98998f761bf7c93cbc943649cee92a13a3a735ce2fa25/2022_Characters.jpg" /&#62;&#60;img width="4200" height="2624" width_o="4200" height_o="2624" data-src="https://freight.cargo.site/t/original/i/503163a478195e30fb787fe21ecb04ebb590c672621758ada0dde7e8c19947ce/ILLUSTRATION.jpg" data-mid="237078242" border="0"  src="https://freight.cargo.site/w/1000/i/503163a478195e30fb787fe21ecb04ebb590c672621758ada0dde7e8c19947ce/ILLUSTRATION.jpg" /&#62;


&#60;img width="3425" height="2173" width_o="3425" height_o="2173" data-src="https://freight.cargo.site/t/original/i/b7d34a4581a69ba7644d56d980c7b4b42ea729d2dc746b64c6a23daa5a5eeeaf/HTB22_Spread_IFC.jpg" data-mid="237078198" border="0"  src="https://freight.cargo.site/w/1000/i/b7d34a4581a69ba7644d56d980c7b4b42ea729d2dc746b64c6a23daa5a5eeeaf/HTB22_Spread_IFC.jpg" /&#62;&#60;img width="3425" height="2173" width_o="3425" height_o="2173" data-src="https://freight.cargo.site/t/original/i/1685c2df8db2abd4f42ef6b767804bc970cc420aa0172b27b42456f13d1ba8b0/HTB22_Spread_TWL_10-11.jpg" data-mid="237078199" border="0"  src="https://freight.cargo.site/w/1000/i/1685c2df8db2abd4f42ef6b767804bc970cc420aa0172b27b42456f13d1ba8b0/HTB22_Spread_TWL_10-11.jpg" /&#62;&#60;img width="3425" height="2173" width_o="3425" height_o="2173" data-src="https://freight.cargo.site/t/original/i/cee5d355005f1ad36f16efb3b323d9df08bcc6f050f6c726c830cad84ddccc32/HTB22_Spread_MerryMemories_102-103.jpg" data-mid="237078200" border="0"  src="https://freight.cargo.site/w/1000/i/cee5d355005f1ad36f16efb3b323d9df08bcc6f050f6c726c830cad84ddccc32/HTB22_Spread_MerryMemories_102-103.jpg" /&#62;
Ready, Set, Play

&#60;img width="4200" height="2624" width_o="4200" height_o="2624" data-src="https://freight.cargo.site/t/original/i/e3f27fb1d5e5596555fcb2fc9f1dfdc243e3ba6514f4962eccc7d699aa395413/2021_HTB_Cover-Stack.jpg" data-mid="236946764" border="0"  src="https://freight.cargo.site/w/1000/i/e3f27fb1d5e5596555fcb2fc9f1dfdc243e3ba6514f4962eccc7d699aa395413/2021_HTB_Cover-Stack.jpg" /&#62;In 2021, we teamed up for a second year with local illustrator Erin Wallace to explore the wintry world in more detail by winding our way through the woods. &#38;nbsp;&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/428a1d5d2d3314e0e87e16debc38d3e175daf640783fffadd535880a87528b30/Frame-1.png" data-mid="237708915" border="0"  src="https://freight.cargo.site/w/1000/i/428a1d5d2d3314e0e87e16debc38d3e175daf640783fffadd535880a87528b30/Frame-1.png" /&#62;


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&#60;img width="4200" height="2624" width_o="4200" height_o="2624" data-src="https://freight.cargo.site/t/original/i/3e660e01aab4e41dc54e3e7e5206ca17e6551ebdfe9df4795c20896d147049b4/2020_HTB_Pages-2.jpg" data-mid="236946774" border="0"  src="https://freight.cargo.site/w/1000/i/3e660e01aab4e41dc54e3e7e5206ca17e6551ebdfe9df4795c20896d147049b4/2020_HTB_Pages-2.jpg" /&#62;

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Joy, delivered.&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/6c26e1cb4504eb5631e373148f1851fb1e1a4e54735b0c2db40974a9b0324a4a/2020_HTB_Cover-Stack-1.png" data-mid="237708905" border="0"  src="https://freight.cargo.site/w/1000/i/6c26e1cb4504eb5631e373148f1851fb1e1a4e54735b0c2db40974a9b0324a4a/2020_HTB_Cover-Stack-1.png" /&#62;
In 2020, amid pandemic production constraints, I partnered with Seattle illustrator Erin Wallace to create elevated illustrations for the Amazon Holiday Kids Toy Book. During early reviews, I discovered something special: a set of charming woodland characters with potential far beyond a single page. Recognizing this opportunity, I expanded the scope of the partnership—transforming the characters into a cohesive winter theme spanning the entire book, including the cover. Leading a cross-functional team, I directed the development of original activities and worked with our writer to craft an iambic pentameter story to further enhance of the delight of the experience. The result: we transformed a traditional product catalog into an anticipated annual experience filled with delightful surprises, establishing a new standard for customer engagement.
&#38;nbsp;&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/142c9558a545a6bd5a999db0efe497140d2556622f211203ac3004ae631f2e11/2020_HTB_Pages.png" data-mid="237708906" border="0"  src="https://freight.cargo.site/w/1000/i/142c9558a545a6bd5a999db0efe497140d2556622f211203ac3004ae631f2e11/2020_HTB_Pages.png" /&#62;


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		<title>Sur La Table</title>
				
		<link>https://alexamcnae.com/Sur-La-Table</link>

		<pubDate>Wed, 22 Mar 2023 15:39:35 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Sur-La-Table</guid>

		<description>
	Sur La Table Rebrand
	CMO: Beth GummCD: Alexa McNaeDesigners: Eva GrateProducer: Chris RitterPhotographyScott PittsFood Styling
Callie Meyer


	As Creative Director of Sur La Table, I partnered with CMO Beth Gumm to elevate the brand around an entirely new brand positioning that brought the warmth and authenticity central to original roots of Sur La Table back in focus. This included an rebuild of the designe expression from the ground up including all facets of brand expression from&#38;nbsp;
	messaging strategy, color, typography, photo art direction, iconography manifested across the diverse set of marketing collateral from phyiscal instore, to direct mail to digital

&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/b15d06dba35ef6e103edceeabf4b238c3f62a468d50332091a602924e2664656/Frame-2.jpg" data-mid="225901439" border="0"  src="https://freight.cargo.site/w/1000/i/b15d06dba35ef6e103edceeabf4b238c3f62a468d50332091a602924e2664656/Frame-2.jpg" /&#62;
&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/cdfbae457f19c3c640239b7f11b3ddfbd4d48ea860da03aa7a4e5970de8597b5/Frame-25.jpg" data-mid="225901446" border="0"  src="https://freight.cargo.site/w/1000/i/cdfbae457f19c3c640239b7f11b3ddfbd4d48ea860da03aa7a4e5970de8597b5/Frame-25.jpg" /&#62;

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&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/ea1e3d939ea55d045ebf45ceb9cfe6cd161897aa785d4bed873b5d6581bb134e/Frame-12.jpg" data-mid="225901444" border="0"  src="https://freight.cargo.site/w/1000/i/ea1e3d939ea55d045ebf45ceb9cfe6cd161897aa785d4bed873b5d6581bb134e/Frame-12.jpg" /&#62;
&#60;img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/ec8f36decf72cf281d864347a3770aa71f96cd1fbbe6e393ef031cf214c6bbc2/Instagram_Staub_Deep_5647003_1500px.gif" data-mid="225901471" border="0"  src="https://freight.cargo.site/w/1000/i/ec8f36decf72cf281d864347a3770aa71f96cd1fbbe6e393ef031cf214c6bbc2/Instagram_Staub_Deep_5647003_1500px.gif" /&#62;
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&#60;img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/eabe0cd996ef2d58a5e3f890abfadc3ff1cf52e4f6fc00f93cc570e382e4f45e/SLT-Bags.jpg" data-mid="237710477" border="0"  src="https://freight.cargo.site/w/1000/i/eabe0cd996ef2d58a5e3f890abfadc3ff1cf52e4f6fc00f93cc570e382e4f45e/SLT-Bags.jpg" /&#62; 


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		<title>Cultura</title>
				
		<link>https://alexamcnae.com/Cultura</link>

		<pubDate>Wed, 23 Jul 2025 00:22:25 +0000</pubDate>

		<dc:creator>Alexa McNae – Group Creative Director, Head of Brand Design at Amazon</dc:creator>

		<guid isPermaLink="true">https://alexamcnae.com/Cultura</guid>

		<description>CulTúra
	Amazon XCMGlobal CCO VP: Jo ShoesmithGCD: Alexa McNaeCD: Melissa BradleyCW: Matthew Schnirman
IllustrationMel CerriAwardsBest-In-Show, Communication Arts 2023CulTÚra, the cornerstone of the Hispanic Heritage Month campaign at Amazon, means to shift the annual celebration from a moment in time to a movement by focusing on the stories and unique backgrounds of Hispanic entrepreneurs who sell on Amazon. Bright colors, vibrant icons, in-depth interviews, and bold portrait illustrations pay tribute to these individuals who are moving Hispanic culture forward and helping to make Amazon a better company. As an extension of the campaign, we created our first zine honoring the success of Hispanic-owned small businesses at Amazon. It features interviews with CEOs alongside art and typography by Brazilian illustrator, Mel Cerri.
&#60;img width="1500" height="675" width_o="1500" height_o="675" data-src="https://freight.cargo.site/t/original/i/f32fbbe2e0703d2fb2635bfcdad2b26950a5b8a937a5a020ee2867119b019631/HHM_2022_LinkedIn_Feed_Animation_ENonly.gif" data-mid="236161324" border="0"  src="https://freight.cargo.site/w/1000/i/f32fbbe2e0703d2fb2635bfcdad2b26950a5b8a937a5a020ee2867119b019631/HHM_2022_LinkedIn_Feed_Animation_ENonly.gif" /&#62;&#38;nbsp;&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/e5019177e9bce21fb8abd1ce60a22278f59711ffa9c5e954a502eec0efca4262/Shot.png" data-mid="236161322" border="0"  src="https://freight.cargo.site/w/1000/i/e5019177e9bce21fb8abd1ce60a22278f59711ffa9c5e954a502eec0efca4262/Shot.png" /&#62;

&#60;img width="2100" height="1312" width_o="2100" height_o="1312" data-src="https://freight.cargo.site/t/original/i/e02e3e3284ba3f6ec5b692f3363f15333fbfea28b1a7adb409faef2deb7646c7/Zine-Laydown.png" data-mid="236161323" border="0"  src="https://freight.cargo.site/w/1000/i/e02e3e3284ba3f6ec5b692f3363f15333fbfea28b1a7adb409faef2deb7646c7/Zine-Laydown.png" /&#62;
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