The Whole Foods integration project focused on creating a cohesive visual ecosystem across Amazon, Amazon Fresh, and Whole Foods; three brands with distinct identities and user expectations. The work centered on establishing a visual language that clarified hierarchy, simplified navigation, and delivered a seamless shopping experience across the website, mobile app, in-store signage, social media, and various marketing placements. Through journey mapping, and user testing, the team aligned on when each brand should lead, support, or step back, ensuring customers could navigate between the experiences without confusion or visual whiplash.

As Brand Designer representing Prime Now and Amazon Fresh, the role included partnering closely with the Lead Designer for the project to define the shared visual system, develope guidelines and templates for all three brands, crafting new navigation iconography for Prime Now and Amazon Fresh, and contributing to product photoshoots that embodied the “messy perfect” creative direction (human, tactile, food-centric, but still clean and intentional). The final system delivered clear hierarchy, refreshed VX patterns, and a scalable playbook used by internal designers and external partners to maintain consistency across every touchpoint.