Amazon - Alexa’s Here For The Holidays
Art Director: Jordan Richards
Creative Director: Julia Finch
Copywriter: Chase Wayton
Producer: AJ Broadbent
Director: Julia Elihu
Production Studio: Stept Studios
For Alexa’s 2022 Holiday Campaign I had the opportunity to art direct and help concept these magical mini moment videos. Through relatable storytelling, carefully crafted sets and casting - these video vignettes capture how Alexa’s here to help get you both to and through the holidays, by making things a little easier.
Ford Bronco: Fall ‘22 Lookbook
Art Director & Photographer:
Jordan Richards
In the Fall of 2022 I had to opportunity to shoot a collaboration with Ford Motor Company for their Ford Bronco Sport. The following images were taken in Echo Basin, Washington, a desert climate not typically associated with the rainy, oceanic climate of Western Washington. Due to a rain-shadow created by the Cascade mountains this region is characterized by much dryer conditions: sand dunes, columnar basalt cliffs and dry sage brush.
Alexa Brand Guidelines
Art Director + Designer: Jordan Richards
Creative Director: Julia Finch
For this project I had the opportunity to be the art director and designer to build out the global Alexa marketing brand guidelines.
As an AI, Alexa is equal-parts useful and delightful. The Alexa brand should work the same way. Even when we’re informing our customers on how to better use Alexa, we strive for moments of delight and fun. This guide will help you find a consistent baseline—and help you decide when to skew playful with design and copy, and when more functional, straightforward creative works better.
As an AI, Alexa is equal-parts useful and delightful. The Alexa brand should work the same way. Even when we’re informing our customers on how to better use Alexa, we strive for moments of delight and fun. This guide will help you find a consistent baseline—and help you decide when to skew playful with design and copy, and when more functional, straightforward creative works better.
Amazon - Alexa For Your Kitchen Campaign
Art Director + Designer: Jordan Richards
Creative Director: Julia Finch
Copywriter: Chase Wayton
Director + Video: Teddy Studios
Photo: Cody James
I had the opportunity to art direct, design and concept Alexa’s Q2 cross-channel marketing campaign. The creative involved a two-minute video spot, photography and a campaign identity to scale across Alexa’s owned and operated channels. The campaign was centered around how Alexa helps you shine in the heart of the home - the kitchen. From cooking for ourselves or our loved ones, to afternoon homework time, or a fun family game night - memories big and small are made here. Regardless of what your family looks like, whether it’s just you or rarely just you, Alexa can seamlessly integrate within the fold.
Amazon Basics Packaging System
Designer: Jordan Richards
Creative Director: Andy Kribbs
Global Creative Director: John McHugh
In 2021, I was tasked to create and design the global packaging system for the Amazon Basics brand. The system had to scale and adapt across hundreds of different products and package shapes. Due to global fulfillment and compliance guidelines the system also had to accommodate 9 languages.
The Problem
The old system lacked a consistent brand system and differed across products. The system also didn’t meet global language compliance guidelines.
The Process
How do you design a packaging system across so many different shapes and sizes? As I began to think about this problem I realized the packages essentially covered 3 main types - 1-Sided, 2-Sided and 6-Sided panels. I then broke down the main components of the package and defined each item to build the guidelines.
The Guidelines
Each element is carefully considered and proportionally sized to the variety of package shapes and sizes. The guidelines are broken up into easily navigable chapters for the designer and fulfillment centers - the designer would flip to a specific section basedon the number of panel sides the package has, and follow the appropriate typographic and element sizing. Included, is also the ‘unique shapes’ and ‘regional’ chapters for outlier use-cases.
The Solution
The final design is adaptable, scalable, compliant and basic. The design establishes a cohesive look and feel across all products while maintaining global compliance standards. The system also scales across both retail and direct-to-consumer products.
