AMAZON HALO
Social Playbook
2022 – 2023
Brand positioning and social style guide
Role Associate Design Director | Agency Laundry Service
Brand positioning and social style guide
Role Associate Design Director | Agency Laundry Service
Amazon Halo, was a health and fitness wearable brand, looking to unify and expand upon its pre-existing visual identity to build a larger social presence through audience recognition. The brand lacked a cohesive and standardized guidelines for social media implementation. After identifying this opportunity as design lead, newly assigned to the account I initiated the translation of core brand elements into a flexible yet consistent social framework. In seeking to unify the brand's outward presentation, pain points in how core communication pillars were also identified while addressing missed brand opportunities.
Evaluation and response to current social health and fitness landscape:
My main goal was to refine the current approach and enhance their overall approach to social by enhancing a more ownable branded look and feel. While developing the social design system I worked to align Halo’s brand presence across key communication points while maintaining a standardized approach, which was achieved through the following:
- A fully templated formatting system for social media assets, ensuring brand consistency while enabling adaptability for varied content.
- Detailed identity and style guidelines, covering composition rules, photo guidelines, typography, color schemes, and re-designed iconography.
- Voice and tone guidelines, refining how Amazon Halo approached messaging across content.
Through the development of a formal social design system Amazon Halo was able to implement a more unified and cleaner brand presence across digital platforms while solving critical visual presentation challenges between verticals. The templatized approach improved content creation efficiency, ensured quality across all outputs, and provided Amazon with scalable, consistent brand expressions that enhanced recognition and engagement across multiple social touchpoints.