As part of my early contributions during my Short-Term Assignment (STA), I was brought in to support a key moment in the candidate journey: the new hire offer experience. I was responsible for designing a custom sticker pack to be included in swag kits for new Amazonians. These stickers were part of a broader initiative aimed at delighting candidates and building Amazon brand affinity before Day One.
This work was part of the Offer & Pre-Boarding Experience 2.0 initiative—a cross-functional effort led by the marketing team to reimagine the offer experience. The goal: transform an operational moment into one filled with excitement, pride, and “wow.” The broader strategy involved auditing recruiter and candidate journeys, identifying friction points, and delivering creative solutions to elevate the experience. As of February 2025, the swag site is still in development, but this sticker pack was an early creative deliverable meant to inject delight and drive shareability.
Designed original sticker illustrations to be included in the new hire swag experience. Developed playful concepts using Amazon brand language, cultural references, and product motifs. Collaborated cross-functionally via Asana, gaining hands-on experience in project management and stakeholder communication within a large-scale initiative. Brought forward the character design of Wonton the Pug, a team favorite and unofficial mascot of the sticker series.
Created a full-color sticker sheet featuring brand-aligned illustrations inspired by Amazon’s last-mile delivery and iconic elements. Focused on high-impact visuals such as Prime delivery vans, drawing from successful Amazon campaigns that proved such visuals improve emotional affinity (e.g., “I love this brand”) and relatability (e.g., “a brand for people like me”). Used Amazon’s core brand palette—including Prime Blue and Dark Squid Ink—to ensure alignment across digital and print applications. Delivered final assets in coordination with Amazon’s marketing and swag vendor teams. I created multiple drafts and refined them based on feedback from the broader team. Final files were prepped for commercial print and production use.
While the broader swag rollout is still in development, this early creative asset contributed to a long-term strategy of enhancing new hire pride and brand identity through moments of delight. A prior campaign, Engage Prime: Loveable Prime, demonstrated that branded visuals like Prime vans contributed to a 1.8% lift in digital brand sentiment, reinforcing the value of design-led moments within candidate and employee journeys.
While a small piece of a much larger project, this was a valuable learning experience and one of my first opportunities to creatively shape how Amazon shows up to new hires. The stickers sparked excitement and helped set the tone for the delight-first mindset behind the Offer 2.0 experience.
Earlier concept
Note: One of the sticker characters, a pug named “Wonton,” quickly became a favorite among internal teams—adding an element of fun and personality to the pack
Final Delivery