Kindle Scribe 2022

Designed at Amazon
My role: Creative Director

In 2022 I took over the creative lead position for Kindle marketing at Amazon and began work on launching Kindle Scribe - Amazon’s first Kindle with a stylus. The Kindle brand is Amazon’s oldest and most beloved product line, with some customers using their devices for a decade or more. We needed to bring this newest version to life while capturing the existing connectedness customers feel to their books and quiet moments with our tech.

As part of a fantastic team, I worked with go-to-market teams, copy writers, art directors, designers, and producers to drive our creative strategy, direct and oversee all photography, video, online retail page, social videos, and packaging.

Lean back. Lean in.

Because of Kindle’s long history, our team needed to be strategic in how we showcased the new interactivity and features of Scribe, while maintaining the ‘sanctuary’ brand expression from previous Kindles. We wanted our customers to feel like this was the next, best evolution in a product they already know and love.

We were able to use short motion pieces on our online retail page to demonstrate the fluidity of writing on the paper-like, glare-free screen customers are familiar with, while working with our online experience team to optimize for the best customer shopping experience.

Along with the high-level creative direction, I got to drill down into the details and create the bulk of on-device screens featuring fun illustrations and a wide range of handwriting styles.

The journaling and drawing moments resonated with customers, and I got to lead a second device-forward photo and video shoot to demonstrate Kindle Scribe’s superior paper-like screen via a bunch of bird drawings. Myself and another internal Amazonian were featured in 10 short videos for the Learn More page, highlighting new software feature updates.