![XPL_brand_thumbnail_v6.jpg](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1680822956058-4JMRQ2297CNTXEBSF2SI/XPL_brand_thumbnail_v6.jpg)
Amazon
![AMAZON RETAIL PLAYBOOK](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1680802139571-WFD3Y61TC9WQZ2PIQ5GU/XPL_brand_thumbnail_v2.jpg)
AMAZON RETAIL PLAYBOOK
In the retail store setting, devices from multiple Amazon brands are displayed together. Our design team created a modular fixture system and a set of cross-brand style guidelines that maintain a cohesive look & feel for Amazon Devices.
![STYLE GUIDES](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685566433833-IPJFST4A020N2I557KKA/showcase_fixture_artwork.jpg)
STYLE GUIDES
To develop cross-brand style guides, we identified similar and/or complementary elements across our portfolio of devices (Echo, Fire TV, Kindle, etc.) to build retail guidelines – color palettes, typography, logo usage, and illustration.
![XPL_type_gray.jpg](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685639729554-8TVB6GQD9S80C9MP6WJI/XPL_type_gray.jpg)
![XPL_headlines.jpg](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685488265953-BBA1FP419BLLATZ8U4L8/XPL_headlines.jpg)
![ILLUSTRATION](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685555435647-2BIGE11OI1QTY8GKWLD0/XPL_brand_colors.jpg)
ILLUSTRATION
We used illustration as one way to pull together different brands and allow for easy localization. As we created illustration and color guidance, we built a large library of illustrated assets that we shared with our online and global teams.
![PRINT TEMPLATES](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685639873141-6EMXEB92ZJWIEWL73LAK/XPL_illustrations.jpg)
PRINT TEMPLATES
To maximize scalability and consistency, we created print templates for product cards, comparison charts, and background illustrations that could be easily leveraged across brands, retailers, and countries.
![SPREADS_print_templates.jpg](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685642998964-A7YAE07JQT7SKEHD5P15/SPREADS_print_templates.jpg)
![Credits: Jocelyn Chang (Creative Director), Della Tosin (Sr. Visual Designer), Sarah Duncan (Production Designer), Sabrena Wright (Creative PM).](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1685576078961-HC1X6RYZIIYYEMWR4E3B/Spreads_2000px.jpg)