Brand, website, and design system for the Amazon Design Community.

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.

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.

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 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.

During this project I had the role of designer at Athletics. I was part of our website design sprints, presentation of works, design system, and worked as the continuity between the design and external development team.