In this branding project, I influenced the global design strategy and demonstrated a strong capability to perform in ambiguous environments. I was responsible for crafting, pitching and validating long-term design strategies while creating new brand standards, style guidelines, and gaining appropriate input throughout the process.
When working through the design process, I found redundancy in using a logo that said “Amazon Freight” and then additionally writing “Amazon Freight Partner”. Switching from using the Amazon Freight logo to our AFP lockup creates a more cohesive brand and voice, eliminates confusion for partners. I also saw the need for additional visual guidelines and sample applications to give AFP its own look and feel, while still remaining part of the larger Freight brand.