Amazon Astro

Designed at Amazon
My role: Creative Director

Over the course of two years I was the Art Director-turned-Creative Director for the launch of Astro - Amazon’s first household robot for home monitoring.

In my role I worked with go-to-market teams, copy writers, designers, and producers to align on the creative concept of Keep Home Closer, collaborated on the new brand system, directed and oversaw all photography, video, 3D motion, animation, printed materials, detail page, social assets, and packaging.

See also Astro for Business

A differentiated device

Though Astro includes Alexa, it still represented a new category of devices for Amazon. The team went through a lengthy brand design process to clarify Astro’s position within our larger devices portfolio and create distinct graphic elements to be used across all creative touch points. Most important were the pathway motifs. We built tenets and extensive guidelines indicating how to use the directional arrows that mimic Astro’s smooth, intuitive movement without feeling overly whimsical or extraneous. The pathways, like Astro’s movements, are intentional - connecting thoughts, photos, or ideas together on the purchase pages, packaging, and printed inserts.

Introducing Intelligent Motion

Communicating to customers just how delightful Astro is in motion was hugely important to the team. We shot short motion pieces and advocated for their inclusion on the purchase page - a departure from our then more conservative, static-image-heavy creative directions. Additionally we designed the page with more breathing space and editorial style imagery to give customers every opportunity to see Astro in situation.

Keep Home Closer

Your literal home. Your metaphorical home. Astro can keep an eye on it all. Astro is to date the most expensive device developed and sold by Amazon, and the spaces we curated needed to feel elevated but retain the warmth and familial connection we strive for with all our creative. We designed the product page around big, beautiful images of families interacting with Astro in their day to day lives, and using Astro to enrich their connections with loved ones far away.