AMAZON DESIGN
DESIGNING FROM EVERY PERSPECTIVE
Athletics partnered with Amazon’s Design Community to help craft the next iteration of its brand identity. A global team of more than 5000 designers, creatives and researchers, the design community at Amazon is involved in work ranging from devices to fashion, delivery logistics to streaming entertainment. In close collaboration with the community, we rooted the identity in the core belief that design matters most when it reaches everyone. To deliver on experiences that reach everyone, creatives at Amazon design from every perspective, for every scale – from the smallest moments to the largest systems – to enrich lives all over the world. The brand’s story and identity reflect the reach, scale – and the true impact – of every single detail that a creative touches within their role.
Collaborators: Amazon Design
Credits
Client: Amazon Design Community
Agency: Athletics
CD: Daniel Irizarry
DD: Katie Mias
Design: Loli Voccaro, Cillian Carroll, John Keough
Strategy: Katherine Lee, Liam Powell
CM: Kathryn Farwell, Moyna Ghosh
TOOLS FOR SCALING IMPACT
Typography merges boldness and versatility through the use of Organetto Variable, which lends dynamic personality to headlines, and Amazon Ember Light, a dependable typeface for body copy. By adjusting widths and scale, typography becomes a visual tool for communicating the breadth and expansive impact of design at Amazon.
The foundation of the Amazon Design Community’s graphic system lies in rectilinear units—modular, scalable blocks that organize layouts and content. These units can vary in arrangement—overlapping, corner-to-corner, or left-justified—but always convey upward and forward movement, reinforcing the community’s narrative of continuous growth. Rectilinear units evolve into dynamic grid patterns, activating motion principles that convey seamless expansion. Whether through scrolling interactions or fluid transitions, patterns dramatize the community’s commitment to scalability and innovation.
EMPOWERING A HOLISTIC DESIGN SYSTEM
The overall system provides a robust framework for creating, documenting, and scaling designs. Built on Figma Variables, it allows for seamless updates across upstream and downstream workflows, ensuring efficiency and clarity for design teams. Modular components and contextual naming conventions enable flexibility while maintaining alignment with the broader brand vision.
CAPTURING HUMAN STORIES
The Amazon Design Community’s photography captures a rich spectrum of scale, to reveal the different elevations at which creatives work – from crafting the tiniest details that might go into a device experience, to services that touch the everyday, to the broader human impact stories that only Amazon can achieve. Close-ups are used to highlight tools, devices, and intricate design details. Authentic portraits of designers in their element blend intimacy with narrative depth. Broad, aspirational scenes highlight the global reach and transformative potential of Amazon Design. Natural lighting, simple compositions, and upward perspectives unify the photographic style, creating a visually compelling representation of the impact of designers’ work in moments of everyday life.
MOVING DESIGN FORWARD
For Amazon Design, motion embodies progress. Whether through animated typography, fluid patterns, or scrolling grids, every element contributes to a forward-moving narrative. This approach transforms static visuals into dynamic stories, showcasing Amazon’s ability to innovate at scale and touch lives everywhere. Amazon Design is more than a system—it is a catalyst for impact, balancing the infinite possibilities of scale with the tangible realities of human connection.
“At Amazon, design matters most when it reaches everyone. Here, we design from every perspective, for every scale — from the smallest moments to the largest systems — to enrich lives all over the Earth.”
— Amazon Design
DANIEL IRIZARRY
EMAIL —
the.daniel.irizarry@gmail.com
© 2026 Daniel Irizarry All Rights Reserved
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