Amazon Amp

Amp was a radio app from Amazon where people could go live, host shows, and share music in real time. I led the creative pitch that kicked off the partnership, which grew into a two-year retainer. At the time, both the product and brand were early-stage. We helped shape its identity through beta, launch, and beyond—building a creative foundation that could flex across everything from motion-led campaigns to social toolkits.

One of the biggest moments was the public launch, featuring marquee talent like Halsey, Pusha T, and Nicki Minaj. We developed a bold, expressive campaign that introduced the platform to a wider audience, paired with content across paid and organic social, billboards, and creator-first extensions. After launch, we continued evolving the work through brand refreshes and new strategic phases as the platform grew.

Amp was a brand that needed to stay flexible and expressive as its platform evolved, and we incorporated that into our approach as we built from a basic set of brand guidelines and zero motion direction. From there, our team pushed the identity forward through creative exploration—expanding it across campaigns, channels, and content types.

As Creative Director, I led a highly collaborative process where design, motion, and copy worked in sync from the start. We developed Amp’s motion language from scratch and helped define a tone of voice that felt unfiltered, playful, and creator-first. Each campaign brought new creative challenges, and we embraced them as opportunities to stretch the brand without losing cohesion.

I also helped guide the brand’s visual evolution through multiple phases. We built sub-brand identities like Fast n Loose and The Daily Cannon, gave structure to creator toolkits, and continuously refreshed the visual direction based on performance and audience findings. The process stayed fluid and iterative, grounded in creative trust and close partnership with the Amp team.