Iconography at Amazon
When I started my team within the Consumer Engagement Org at Amazon, I learned that we were launching over 15 products within a calendar year. As I on-boarded, I identified all of these products had similar or overlapping iconography needs essential to their success. Each of these products also had their own design, product, marketing and leadership teams moving at a rapid pace towards back-to-back launches. As the Managing Art Director, I outlined the requirements and inputs for a wholistic iconography design system across all of the products. I then aligned leadership around this critical need and opened headcount to resource against it. Within 4 weeks, I had hired a talented Art Director and on-boarded him with our product teams.
In my role I reviewed creative, helped drive reviews and sign-offs and worked hand-in-hand with my Art Director to assure our system scaled across all the products needs taking into account research and product needs. To drive consistency and quality, I created a mechanism (our Creative Strategy Document) to help my Art Director continually align leadership and stakeholders to the systems core needs - even as product roadmaps shifted. A key success metric for this system was scale as we needed to account for growth and inclusion of additional icons as new products are launched, updated, tested, refined. The final system launched across 15 (and counting) products. All products launched on-time with enthusiastic leadership support.