Challenge
Kindle's brand assets and guidelines were fragmented across multiple teams and systems, creating inconsistency and inefficiency. With expanding product lines and increasing cross-functional collaboration, we needed to establish a single source of truth that would serve both immediate needs and future innovation.

Strategic Approach
Led cross-functional initiative between Devices Brand Studio and Books Design Studio to:

• Audit existing brand elements across all touchpoints

• Identify gaps and inconsistencies

• Develop unified system that maintains product-specific nuance

• Create scalable, future-ready foundation

Impact
Business Value:

• Reduced production time through centralized asset access

• Streamlined approval processes across organizations

• Established consistent brand expression across customer touchpoints

• Created foundation for upcoming brand deep dive

Design Innovation:

• Modernized typography guidance

• Unified brand traits across 2 internal organizations

• Integrated UX design systems and brand expression

This project transformed how teams access and apply Kindle brand resources, while setting the stage for an expanded brand initiatives that will further elevate the customer experience.