Amazon’s award-winning rebrand.
Amazon XCM (AdAge In-House Agency of the Year 2025) x Koto.

As the senior writer on the global brand team, I created and unified Amazon’s new brand voice and messaging strategy across its
50+ sub-brands and categories.

“No matter what Amazon is selling, it’s all done with the same visual language and tone of voice, both of which have matured into something rather stellar with this new identity.” - Armin, Brand New

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Agency: Amazon XCM x Koto
CCO: Jo Shoesmith
GCDs: Alexa McNae and Chris See
Head of Brand Affinity: Jonathan Cohen
Strategist: Alex Wright
Brand Writer: Ali Basye
CDs: Andrew Almeter and Lacy Muhich
Senior Designer: Michael Woody
Designers: Ayako High; Lizzy Watkins; Ryan Ricketts; Shunichi Chiodo
Senior Copywriters: Matthew Schnirman; Torin Daniels
Creative Project Managers: Alexandria Rivas; Carly Schlenker; Vanessa Callahan

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