Every Day Better
A brand system where the audience feels seen, informed, and valued across dozens of channels and hundreds of annual announcements.
The challenge was to Unify disparate employee benefit announcements, workplace improvements, and culture initiatives under a single, recognizable brand.
Date
2023
Client
Amazon
Role
Senior Creative Producer
Deliverables
Visual identity system
Activation guidelines
Channel strategy
Video & Motion Graphics
Marketing
UI
Strategic approach
Employees experience “better” cumulatively through consistent proof that Amazon is actively improving their work life. The brand needed to signal ongoing commitment, not one-off perks.
A promise of continuous, tangible improvement. Not perfection, but progress the audience can see and feel.
Channel Icons
Simple, recognizable icon designs create a common thread across every touchpoint.
Color Strategy
Aqua was selected specifically for its ability to "pair beautifully" with Amazon's existing brand colors, ensuring EDBE felt connected to—not competing with—corporate identity.
Aqua
Fresh, energetic, distinct from squid ink
PRIMARY
Mist
Softens digital interfaces, creates breathing room
Secondary
Snow White
Architecture and container bases
Foundation
White
Architecture and container bases
Canvas
Design Language
Headlines
Reverse type on high-contrast solids for immediate readability and bold presence.
Texture
Subtle duo-tone overlays offer depth without decoration
Angles
Familiar, consistent geometry creates visual continuity across surfaces.
Corners
Gentle, approachable, and humanizes corporate precision
Reverse
Channel Architecture
Inside Amazon News
TOUCH POINT
Leadership broadcasts
Brand Element
Segment branding
Push Notifications
TOUCH POINT
Intranet gateway
Brand Element
Top Stories placement + icon
Things Email Distribution
TOUCH POINT
Elevators, kitchens, lobbies
Brand Element
Color-forward, no texture (environmental sensitivity)
Targeted Email
Digital Screens
TOUCH POINT
Segmented announcements
Brand Element
Scaled EDBE treatment
All-Team Meetings
Tiered Activation System
To solve the “everything can’t be loud” problem, I designed a three-tier scaling framework:
Tier 1
Raise the Bar
Broad-impact updates with full activation across all seven channels.
All-Hands segment
Mobile push notification
Homepage feature
Things Email
Digital Screens
Targeted Email
Example
New accessibility tools for blind and low-vision operations employees
Tier 2
Incremental Change
Meaningful enhancements for a broad audience, supported by five-channel activation.
Inside Amazon News
Homepage feature
Things Email
Digital Screens
Targeted Email
Example
Amazon Advisor—new strategic support resource for new hires
Tier 3
Focused Update
Focused updates for smaller audiences, supported by a two-channel activation.
Inside Amazon News
Targeted Email
Example
Changes to leave-of-absence vesting schedule
Media
Channel Videos
Title & End Cards
Photo Overlays
Key Design Decisions
01
Mobile-First Hierarchy
Anchoring headlines in reverse (white on dark) was initially debated—would it feel too aggressive? Testing showed it created necessary visual interruption in dense intranet environments. The system owns its boldness.
02
System Flexibility
The identity had to flex from all-company announcements to targeted operational updates without losing recognition or overplaying every message.
03
Scalable Application
Anchoring headlines in reverse (white on dark) was initially debated—would it feel too aggressive? Testing showed it created necessary visual interruption in dense intranet environments. The system owns its boldness.
Results & Impact
Channel Recognition
EDBE-branded content achieved 40% higher click-through vs. unbranded internal comms
Program Awareness
78% of corporate employees could correctly identify EDBE as "Amazon's employee improvements program" (up from undefined baseline)
Operational efficiency
Tier system reduced planning time for announcements by ~60%
Scalability
System successfully deployed across 200+ announcements in first year
Reflection
This project reinforced that internal branding deserves the same rigor as external. Employees are your most important audience—they build the products, serve the customers, embody the culture.
The EDBE system succeeds because it's:
Most importantly, it created a container for ongoing storytelling. "Every Day Better" isn't a campaign—it's a commitment that employees now recognize and expect.