Welcome to the Jungle

Ah, yes. Amazon. The undisputed champ of online retail. I did a tour there on the Payment Experience team. Not only did I rack up a $30M win, I also worked on the naming and branding of a new payment method. 

This project was comprehensive — from leading brainstorms to working with leadership to refine strategy — but the copy piece is best represented in this advertising spectrum I constructed.

Ranging from direct, borderline-UX language to a full embrace of Amazon’s “Charm & Disarm” brand voice, it shows just how much the tone shapes your experience.