Following the development of the Product Detail Page System, I led the design of the Bar Keepers Friend Amazon Brand Store, translating the refreshed brand identity into a cohesive ecommerce destination. Beginning with the homepage experience, I partnered closely with Marketing to establish the creative direction before expanding the visual system across category pages, educational content, and product storytelling.
Creative Exploration → Final Homepage → Store Expansion → Building the Experience → Live Amazon Store
Art Director & Digital Designer
Amazon Brand Store Design • Ecommerce Experience • Visual Systems • AI-Assisted Creative Development • Product Storytelling • Cross-functional Collaboration
CREATIVE EXPLORATION: Homepage concepts and visual direction
The project began with designing the homepage, establishing the creative direction for the entire Amazon Brand Store. Working closely with Marketing, I explored multiple layouts, navigation systems, and storytelling approaches while combining refreshed photography, existing brand assets, reference imagery, and AI-assisted concepts to develop a cohesive customer experience.
FINAL HOMEPAGE: The approved creative direction
The approved homepage established the visual framework for the entire Brand Store. It combined the strongest ideas from the initial explorations into a modular experience that balanced product education, lifestyle storytelling, intuitive navigation, and a consistent brand presence across desktop and mobile.
BUILDING THE BRAND STORE: Scaling the experience
With the homepage approved, I partnered with Marketing through multiple rounds of refinement to expand the visual system across the remaining Brand Store pages. Each experience maintained a consistent visual language while supporting unique product categories, educational content, and customer journeys.
FINAL OUTCOME
The completed Amazon Brand Store transformed the refreshed Bar Keeper's Friend identity into a cohesive e-commerce experience. By combining strategic navigation, educational storytelling, and a scalable visual system, the storefront created a stronger foundation for product discovery while supporting future growth across Amazon.
