Project Highlight
Amazon The Last Mile
A journey into mastering diverse brand guidelines and delivering high-quality, highly creative assets.
The Client
The Last Mile, created by Amazon, handles the final leg of the delivery journey. When a package arrives at a local hub, a last-mile carrier service picks it up and delivers it to its final destination. Amazon’s Last Mile includes a broad portfolio of service providers. Of these, I’ve worked on projects for DSP (partners who own their delivery businesses), Flex (gig-work courier service), and Hub (established small businesses with delivery capabilities).
Key skills deployed: stakeholder relationship management, creative concepting, cross-functional team leadership, budgeting and scope, resource and timeline management
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The Creative Process & Project Execution
Working on Amazon The Last Mile projects involves collaborating closely with a central creative team called “Creative Garage,” which handles a wide range of transportation-related products at Amazon. These projects focus on building awareness, recognition, acquisition, and engagement by highlighting the human stories behind logistics.
Given the range of differences between the sub divisions, there is a significant variance in the level of creative conception required—from straightforward designing to template, to full-scale concepting and copywriting from scratch! This has required extensive alignment management with both internal teams and clients to ensure that design solutions resonate on all fronts.
Navigating Differences & Aligning Expectations
Amazon The Last Mile encompasses a diverse portfolio of products and groups, each with its own style and brand guidelines, with some shared elements. One of the major challenges is navigating these subtle differences in guidelines. Over time, I’ve had to study and master each set of guidelines in order to successfully manage multiple brands and ensure the creative team adheres to each.
Working on the Last Mile projects has taught me to be adaptable and flexible in managing multiple brands. Additionally, it has reinforced the value of clear communication and continuous learning, which enables our team to deliver consistent and high quality creative assets that meet client expectations.
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Impact & Results
Due to organizational restructuring, Amazon’s internal creative team relied on our support to maintain a high level of professionalism and deliver quality work that matched their internal standards. I quickly adapted to the brand intricacies, providing invaluable service to clients. I’m proud of delivering some of the most creative and eye-catching concepts, which have significantly enhanced client satisfaction and project campaign success.
Working with The Last Mile teams has been a journey of mastering diverse brand guidelines and aligning stakeholder expectations. I’ve been able to hone my ability to quickly adapt and implement varying style guides, and it has resulted in some of the most high-quality and highly creative digital assets I’ve ever worked on. Leading complex projects in a fast-paced environment has boosted my confidence and inspired my creativity, preparing me to tackle future challenges with great enthusiasm!