Amazon Devices Launch 2022: Fire TV
I had the pleasure of working with a ton of talented folks across disciplines to create the brand identity and creative materials for the launch of the Alexa Voice Remote Pro and Fire TV Cube. It’s a line of devices that’s familiar to consumers and often launches every couple of years. The challenge then was to figure out a way to make it stand out amidst a sea of similar products. Instead of going grandiose, I pitched creative that was initimate and grounded to the everyday. After all, there’s no better strategy than accurately showing users how something was going to help solve the small tasks that take up huge amounts of time in their day. It was months and months of experimentation between colors, taglines, proper product representation, and more, culminating in a massive launch day led by CEO, Andy Jassy.
Copywriter/Content Design work
The biggest deliverable for both devices was their respective product pages. First, I worked as a Content Designer and partnered with Product and Product Marketing to go over research on what types of problems user’s run into with past Fire TV products. From there, I spearheaded the ranking and wording of specific value props for the new products to help answer concerns that emerged from previous iterations. I then worked with a Product Designer on the narrative flow of how the products are presented in the page (from the size and type of visual assets to where headlines and section headers would appear). I put my Copywriter hat back on for the last part which was all about turning technical capabalities into attractive, informational, everyday language.
