Holiday Toy List
Holiday Toy List is Amazon’s holiday toy gift guide. My role in creating the 2018 Holiday Toy List was design of the onsite shopping experience, including the landing page and category pages, art direction of editorial photography and creation of marketing graphics leading to the landing page.
I created a unique Holiday Toy List lockup and pulled together a wintery color palette with a pop of festive warmth. In order to make this shopping experience feel more Amazon and tie in with the holiday theme, I designed cardboard craft shapes that would work within the creative to add a touch of warmth and humanity to the cool palette. I also helped create a system of illustrations, called doodles, to accent the photography and product imagery in a delightful way.
I designed the full Holiday Toy List shopping experience, from the landing page to the category pages, including art direction of editorial photography and GIFs for the landing page category tiles and brand tiles, as well as hero banner images for 11 category pages. This process involved quite a bit of product research and endless sketching to discover the best way to showcase each product category and brand.
When designing the landing page, I wanted it to feel organic and exciting to encourage shoppers to keep scrolling. To achieve this, my approach was to alternate between editorial photography and GIF animations as you go down the page, and since LEGO was the sponsor, there are little LEGO characters sprinkled throughout to bring it all to life.