Amazon Halo: Brand

Goal

Create a cross-functional brand library of assets to establish Amazon Halo as a premium, yet accessible, health and wellness tracker.

Role

Developing the shot list, being on set to work directly with the photographer and ensure we delivered on the shot list. I wrote copy on detail pages, email campaigns, packaging, and the quick start guide.

Impact

Successfully captured 28k+ photo assets and 4+ hours of footage to be used cross functionally on web, email, in-app, social, and any other marketing purposes.

Keri Zierler (CD copy)
Andrew Wilcox (CD art)
Dan Forbes (Design director)
Ophelia Chiu (Brand Design)
Annie DeLeon (Photoshoot Design)

Strategic production planning

The Halo brand shoot (HBS) required in-depth organizing to deliver both product photography and storytelling that captured the positive emotions of living a healthy and happy life. This meant building out an ambitious shot list based on how both the Halo fitness tracker and companion app support building healthy habits: activity tracking, sleep tracking, mindfulness and sleep programs, workouts, and recipes.

We also consulted stakeholders across various teams to get alignment on possible uses of this brand library and ensure everyone felt confident we captured assets that supported their business goals.

Capturing a brand asset library

Over a 3-day, multi-location shoot, I played a hands-on role during production to ensure we captured everything on our shot list. I collaborated with the photographer, interacted with talent, and found opportunities during the shoot to capture additional images.

We successfully captured everything on the shot list to build out an evergreen, cross-functional brand asset library.

Emails

Partnering with our internal design team, I helped revamp the look and feel of our monthly emails with updated photography as well as led writing for all of them.

This resulted in improving our open rate to over 60%.