THE PROJECT

Amazon created a dedicated onsite experience for Hispanic Heritage Month 2021 to signal its commitment to the Hispanic American community by celebrating their history, heritage, contributions and ambitions. For this event, we came up with the concept Celebremos. While we recognize each individual’s country of origin may be different, there’s a common thread that unites them: celebrating their heritage, culture, and identity. To bring this concept to life, we partnered with Niege Borges, a Brazilian illustrator who created custom illustrations that were used onsite, out of home and on social.

MY RESPONSIBILITIES

Concepting / Strategy. Art direction. Design. Overseeing the event style guide.

DELIVERABLES

• An illustration suite of custom icons, illustrations, patterns and accents

• Dedicated event style guide

• Traffic drivers for onsite

• Custom landing page experience

• Animated GIFs

• Social assets

THE TEAM

• Art Director: Allison Wagner

• Design: Chelsey Scheffe

• Creative Director: Lacy Muhich

• Creative Program Manager: Tiffany Carley

• Copywriter: Carlos Diaz Brito

• UX: Monica Trego