THE PROJECT

For Black History Month in February 2021, we came up with the concept Black History Makers that aimed to celebrate the joy of entrepreneurship and innovation within the Black community. This project included a media-rich event landing page experience on Amazon.com that showcased Black entrepreneurs and activists, featured job opportunities as well as Black-owned businesses and products. In addition to the landing page experience, the team also executed a Gateway hero takeover (rotating carousel on the homepage of Amazon.com) on the day of launch — every Gateway hero led customers to the landing page or supporting category pages that were fully integrated into the event.

FUN FACT

The creative team collaborated with members of Black Employee Network, an internal affinity group at Amazon. We turned to Black publications like Jet and Ebony for authentic references of color palette and typography. As a result, the creative was more inclusive of the community and raised the bar for cultural events at Amazon.

MY RESPONSIBILITIES

Lead Art Director. Concept/Strategy. Design. Overseeing production designers.

DELIVERABLES

• Onsite traffic drivers (including a Gateway takeover on Amazon’s homepage)

• A dedicated landing page for the event

• Category page assets

• Animated GIFs

THE TEAM

• Art Director: Allison Wagner

  Creative Director: Lacy Muhich

  Designers: Chelsey Scheffe, Nina Nguyen, Mariya Martinez

  Motion Design: Andrew Nam

  Copywriter: Matthew Schnirman

  UX Design: Monica Puri

  Project Manager: Mel Fox