Amazon FireHD 10
2023 Launch
BACKGROUND
The latest generation of Fire HD 10 was designed to evolve Amazon's tablet portfolio with a renewed focus on entertainment, performance and exceptional value. Previous tablet launches relied heavily on lifestyle imagery and feature-led messaging, often resulting in inconsistent creative across generations. This launch presented an opportunity to establish a more cohesive visual language that strengthened product recognition while showcasing the device in a more premium and product-focused way.
STRATEGY
I helped define the visual strategy by shifting the creative direction toward product-first storytelling, making the device itself the hero. Using CGI, we highlighted the industrial design, color and craftsmanship of the tablet while balancing it with subtle human moments that demonstrated everyday use without distracting from the product.
Studio: Amazon Devices Brand Studio
Team: Rosie Heffernan, Vince Chmielewski, Dorian Douglass
Photography: Cody James
Detail page design
To improve consistency across the portfolio, I also developed a modular storytelling framework that established a clear hierarchy and rhythm for the product page. The system made it easier for customers to browse, compare and understand the product while creating a scalable foundation that could extend across future Fire tablet launches.
