AMAZON BABY REGISTRY
Over multiple years, Tether worked closely with the Amazon Baby Registry team, helping shape their brand expression across digital and physical channels. This long-term relationship allowed me to support evolving brand needs and adapt to internal shifts in Amazon’s broader design ethos.
Digital Design
Creative Territories
Photoshoot Production
Most recently, I led the creative development of a refreshed campaign that marked a significant shift from previous years. This phase involved developing creative territories to explore how the Baby Registry brand could evolve within Amazon’s new system-wide visual standards. I contributed to art direction, built campaign moodboards, and supported a photoshoot that brought the new concept to life through inclusive, everyday moments that resonated with modern parents.
This refreshed campaign moved away from the earlier playful tone and leaned into a cleaner, more editorial visual language to align with Amazon’s internal design evolution while still preserving the warmth and accessibility of the registry experience.
Campaign Refresh
& Art Direction
In the early years of our collaboration, I worked on a wide range of digital and print assets, including paid ads, web banners, landing page graphics, and printed collateral. These foundational design systems helped build consistency and recognition across touchpoints during a time of rapid growth. I worked within Amazon’s existing brand parameters while bringing an approachable and joyful feel to new parents encountering the registry for the first time.
Digital Assets &
Core Design System
I helped shape Amazon Baby Registry’s visual presence across three years, blending the cutesy charm and joy of a baby brand with the structure, clarity, and precision expected from one of Amazon’s most tech-savvy, parent-facing programs.
Team Kudos:
Tether: Danielle Buffa (Senior Creative), Jon Graeff (ACD), Kat Rooney (ACD), Bjorn Soneson (CD), Libby Chessin (Account)