Amazon Design Cases
Designers behind the work
Designers and creative leads credited on Amazon projects in press coverage.
Designers and creative leads credited on Amazon projects in press coverage.
The Brand Identity interviews SoJeong ‘Hailey’ Kim, a designer at Koto New York, about her journey from Seoul to the U.S. and her growth in the design industry. She discusses her path into design, her experience working on the Tripadvisor brand refresh, and the collaborative, optimistic culture at Koto. The conversation highlights her resilience, curiosity, and belief in design as a strategic and expressive discipline.
Creative Boom’s article, written by Abbey Bamford, explores the growing importance of custom typography in brand identity, featuring insights from Studio DRAMA’s business director Frankie Guzi. It highlights how bespoke typefaces have evolved from luxury items to strategic assets, with examples from brands like Heinz, Mozilla, and RSPCA. The piece debunks myths around cost and complexity, positioning custom type as both a creative and financial investment for modern brands.
The Brand Identity interviews Clay founders Anton Zykin and Dmitry Tsozik about their new venture, Mission Control, a design agency built for AI-age start-ups. The discussion explores how Mission Control differs from Clay, focusing on early-stage companies, transparent pricing, equity partnerships, and AI-assisted creative processes. The founders share insights on remote collaboration, future-proof design, and the evolving role of creativity in an AI-driven industry.
The Brand Identity interviews Koto’s London team about Seasoned, a free educational platform designed to make branding knowledge more accessible. Developed during lockdown, the project uses a cooking metaphor to teach design principles through interactive eBooks and digital experiences. The initiative reflects Koto’s commitment to diversity, inclusion, and lowering barriers to entry in the creative industry.
The Creative Boom Podcast features James Greenfield, founder and CEO of Koto, reflecting on the studio’s 10-year journey from startup to global brand agency. He discusses leadership lessons, maintaining creative integrity, and the challenges of scaling while staying independent. The episode also explores the impact of AI, agency culture, and the realities of running a modern design business.
Creative Boom’s 2025 roundup highlights 25 studios shaping the global design landscape. From Porto Rocha’s socially conscious branding to DixonBaxi’s strategic systems and Hey Studio’s joyful minimalism, the list celebrates studios that combine creativity with purpose. The article underscores a shift toward collaboration, diversity, and design leadership across continents.
BP&O features Koto’s rebrand of Uniqode, a QR code platform formerly known as Beaconstac. The new identity uses a 'stitching' concept to symbolize the connection between physical and digital worlds, expressed through modular grids, motion graphics, and a custom geometric sans-serif typeface. The result is a cohesive, flexible system that refreshes the tech brand’s image with clarity and conceptual depth.
Creative Boom reports on Koto's global refresh of Amazon's brand identity, unifying over 50 sub-brands under a coherent visual system. The project refines Amazon's iconic smile, introduces a custom typeface, and expands the color palette for global flexibility. The rebrand emphasizes consistency, warmth, and scalability across Amazon’s vast ecosystem.
