Amazon’s retro Summer of Self-Care campaign
Micro Visual Identity, Production Design
Devon Harris, Creative Direction
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
“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.