Grocery Talent Academy – Leadership Program Branding

Grocery Talent Academy (GTA) is a global leadership development program to prepare employees to become future leaders in the World Wide Amazon Stores organization.

Amazon Stores sought to increase the visibility and appeal of its Grocery Talent Academy—a global leadership development program designed to identify and nurture future leaders across its Technical, Corporate, and Field organizations. The initiative needed a fresh, compelling brand identity to support outreach, engagement, and community-building across audiences.

• Role: Lead Designer / Brand Creator • Tools Used: Adobe Illustrator, Photoshop, concept sketching (paper and digital), internal branding review templates • Collaboration: Partnered with GTA program leads and WWGS stakeholders to finalize design direction

• Led end-to-end branding initiative including concept development and final logo design • Explored multiple directions and refined sketches to align with tone and values of the program • Final logo features a shield motif symbolizing strength and leadership, centered around a shopping cart icon to anchor the grocery mission • Created monochrome and full-color variations for flexible use across swag, digital collateral, presentations, and more • Art-directed branded merchandise (notebook, lanyard, shirt, bottle, stickers, etc.)

• Successfully launched the Grocery Talent Academy brand system across internal events and onboarding experiences • Increased visual consistency and program identity across global touchpoints • Empowered leadership to scale the program with branded materials that resonated with internal audiences • Logo adopted across swag, print, and digital collateral used by program participants and leads

• Great branding starts with understanding the mission and audience—the design must inspire from within • Simplicity in design (like a shield + cart) can evoke meaning and pride when executed intentionally • Cohesive branding increases legitimacy, which is crucial when launching new internal programs • Visual identity can elevate employee experience and connection—not just aesthetics