Design for Amazon’s Alexa+ launch, shaping motion, UI graphics, and story-driven product communication across a global campaign.

Overview

Alexa+ is Amazon’s next-generation smart assistant powered by new AI capabilities. I joined the project as one of three senior designers, collaborating closely with creative directors and an animation team to develop the visual and narrative direction for the product’s launch campaign. The goal was to explain an entirely new AI-powered product in seconds and convert customers at scale.

Role & Responsibilities

As senior designer, I led key aspects of visual development, narrative framing, and interaction-driven storytelling:

1. Storyboarding & Product Communication
Developed rapid concept boards and narrative flows that distilled complex AI features into concise visual stories. Partnered with creative leads to define how the product should be framed, introduced, and understood.

2. On-Screen Text & Graphics
Designed motion graphics, UI overlays, and typographic systems aligned with Amazon’s global brand and motion guidelines. Ensured clarity, accessibility, and visual consistency across the 30s hero spot, educational clips, and landing page animations.

3. Motion Transitions for Live-Action Footage
Solved for how the campaign visually transitions into and out of live-action shots — creating fluid, purposeful visual bridges that enhanced the story rather than interrupting it.

Outcome

The final design system supported a suite of launch assets, including:

A 1 minute long global promo spot video
A set of educational “feature explainer” videos
Animated landing-page graphics optimized for conversion

The work clarified Alexa+’s new capabilities, strengthened customer understanding, and supported Amazon’s broader goal of positioning Alexa+ as a major step forward in AI-powered home assistance. The work is currently live on the global website: www.amazon.com