Amazon’s retro Summer of Self-Care campaign
SERVICES
Micro Visual Identity, Production Design
CREDITS
Devon Harris, Creative Direction
CLIENT
Amazon Care
YEAR
Summer of 2020
Getting groovy with 70s aesthetic
Everyone can agree that the 70s was such a vibe. It’s likely why there has been such a huge trend of 70s nostalgia designs in the past few years. Amazon Care, one of Amazon’s sub-brands, asked us to design a retro-esque visual identity and assets for a social media campaign called the, “Summer of Self Care”. This micro campaign was all about giving their followers tips on products, habits, or activities to promote self-care. For my initial concept, I took major inspiration from old 70s shows to design (what I like to call) a minimalist 70s aesthetic. After the concept was chosen, our team and I were responsible for the production of the remaining assets and illustrations.
INITIAL CONCEPTS GRAPHIC DESIGN
JUST GROOVY
FINAL RESULTS
“Looks rad, dude.”
—Devon Harris, Radical Unicorn
Looking back on the project
Originally, I went with a photography and minimalism-based concept because I felt it better aligned with Amazon Care’s brand and I wanted to stand out from the other team members. However, looking back, I wish I would have taken more time to explore more illustrative designs for my concept. Overall, everyone was happy with the result. But I learned that you should always push yourself to experiment and test the boundaries of design. In the case of Summer of Self-care, being extra groovy could have elevated the design.
