Brand Systems
Identity systems built from scratch for organizations operating at scale.
One designer. One org. Built from nothing.
Amazon's Extra Large delivery network operates across hundreds of warehouse sites with a 20,000-person workforce and no shared visual identity. What started as a single design role became a full brand system, built from the ground up and scaled to reach every team, every site, and every associate in the org.
The system.
Logo
The AMXL mark was built around the division's signature 16-foot delivery truck. Badge-style icons are standard across Amazon warehouse sites, so the same format was carried into corporate AMXL teams to create visual parity between the floor and the office. The structure was deliberately simple: every sub-team keeps the same mark and swaps only the team name at the bottom, so any team lead could update it without filing a design request. An animated version was produced for email signatures and presentation title cards across the org.
Typography and Color
Anchored to OIC standards, extended with AMXL-specific applications across digital and print.
Illustration
Rather than introduce a new visual language into an already cluttered environment, the OIC 2D illustration system was selected as the standard for all general communications and warehouse-facing materials. It was already the backbone of official Amazon signage across sites, making it the only choice that reduced noise instead of adding to it.
3D
3D was scoped exclusively to training materials, job aids, and safety campaigns. The low-poly style kept file sizes light and rendering fast on standard-issue warehouse laptops. Comprehensive style guides were produced for external vendors so the aesthetic could be recreated consistently without direct oversight, and the centralized Bynder library meant any L&D team member could pull a scene, character, or asset without starting from scratch.
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Spline
The same 3D asset library was extended into Spline to power interactive IAT (In App Training) courses, bringing the visual system into a real-time web context. Associates training on-screen encountered the same characters and environments they recognized from print, keeping the experience coherent across every touchpoint.
1,000+ custom AMXL assets. One designer. Every team, self-served.
Centralized in Bynder and tagged for easy access across the org.
Color-coded comms for an org that never stops sending.
With no standardized communication system in place, a color-coded email template system was built from scratch. Each communication type gets its own assigned stripe color so recipients across the org know instantly whether they're reading a change announcement, an informational update, a portfolio flash, or a project update. Animated email signatures were produced alongside the templates to extend the same identity into every inbox.
A brand anyone in the org could pick up and run with.
A standardized PowerPoint deck template and a comprehensive brand guidelines document gave every team across the org a designed starting point. No design request required, no guesswork on what was on-brand. The guidelines covered logo usage, color, typography, illustration rules, live links for download and 3D scope, all in one place and actively maintained.
One color per tenet.
Everywhere.
AMXL's tenets are the guiding principles the org operates by. When new ones were introduced, a poster system was designed that assigned each tenet its own dedicated brand color, creating a visual shorthand that carried across print, PowerPoint templates, and email comms. Associates could identify which tenet was being referenced before reading a single word.
The brand, worn.
Apparel and accessories that extended the AMXL identity beyond digital and print, worn across the org.
As the sole in-house designer on Wing's marketing team, the creative output spanned every channel the brand touched - from 3D partnership pitch assets and paid media to physical merch, print, partner identity, and PR activations. One designer. Every surface.
Partner program
Logo, pins, landing page and B2B identity built for the partner acquisition team, used across presentations, one-pagers, and co-branded materials.
Brand systems in motion
A mobile environmental system designed to support live demonstrations, transport equipment, and establish brand presence across varied public contexts. The van translates Wing’s identity into a utilitarian, highly visible format—balancing durability, clarity, and approachability at scale.
Dimensional iconography developed for environmental and motion use
Brand in a bottle.
Physical collateral designed for product launches, partner activations, and team culture. From branded hot sauce to apparel and event materials, the Wing identity extended well beyond digital into objects people actually kept.
Vector work.
Vector illustrations and icon systems used across fence wraps, direct mailers, motion graphics, and social. A dedicated icon sticker set was also designed for engineers to quickly identify drone status and navigate the lab.
Print at every scale.
Print design spanning large-format billboards, direct mailers, and partner one-pagers across Wing's US, Australia, Ireland, and Finland markets.
230,00+
App installs.
5.5%
CTR
95.8%
View rate.
100k to 2.9M
Quarterly views.
3D built from the ground up.
A complete 3D visual system developed for Wing from scratch, spanning low-poly animated explainers for partnership pitches and photo-realistic drone models built from engineer CAD files for press and educational use. Every asset storyboarded, modeled, textured, lit, and animated in-house.
13 contracts closed including DoorDash in Australia.
See full 3D case study
Co-branded creative across three markets.
Press launch videos, co-branded creative, and paid media produced for Wing's partnerships with KFC, Coles, and Walmart -- each built around a different goal, from generating coverage to driving consumer demand.
