Back

Back

Back

case study three

Rebuilding a Brand That's Shifting the Culture

sports media

Building a Platform that Changed the Game–and a Brand into a Cultural Force

AMAZNHQ is at the forefront of amplifying Asian and Asian American voices in sports–online, on the court, and on the field.

overview

The vision for AMAZN HQ was bold: create the go-to platform for Asian and Asian American athletes, built on identity-first storytelling and community-driven design. But with the 2024 AMAZN HQ All-Star Showcase on the horizon, the digital presence didn't reflect the movement it claimed to lead.


approach

I led content and UX strategy across the website, product, and digital campaign–turning disconnected ideas into a cohesive experience. We built everything around a simple truth: We're creating that platform that millions dreamt of before us and millions in the future will root dreams from.

I focused on building a unified brand voice, intuitive structure, and story-forward design that resonated with the community.

industry

sports media

my role

lead content strategist

platforms

desktop and mobile

view live project

view live project

view live project

what we set out to build

A brand voice that could carry the weight of the movement.

A digital experience that matched the ambition of the athletes it represented.

A consistent, scalable system across every touchpoint.

what we were up against

A disconnected web experience.

Messaging that undersold an inpsiring, growing community.

A countdown to the showcase that left no time for fluff.

process

01. brand and messaging strategy

Partnered with the CEO to distill mission into clear, ownable language.

Developed content pillars and a flexible brand voice system.

Coined a new tagline now repped by celebrity athletes across platforms.

01. brand and messaging strategy

Partnered with the CEO to distill mission into clear, ownable language.

Developed content pillars and a flexible brand voice system.

Coined a new tagline now repped by celebrity athletes across platforms.

01. brand and messaging strategy

Partnered with the CEO to distill mission into clear, ownable language.

Developed content pillars and a flexible brand voice system.

Coined a new tagline now repped by celebrity athletes across platforms.

02. content architecture

Audited the site and rebuilt wireframes to surface brand identity and full merch experience.

Simplified navigation and flows.

Balanced clarity and energy–making sure every interaction feels intuitive.

02. content architecture

Audited the site and rebuilt wireframes to surface brand identity and full merch experience.

Simplified navigation and flows.

Balanced clarity and energy–making sure every interaction feels intuitive.

02. content architecture

Audited the site and rebuilt wireframes to surface brand identity and full merch experience.

Simplified navigation and flows.

Balanced clarity and energy–making sure every interaction feels intuitive.

03. cross-channel consistency

Collaborated acorss design, dev, engineering, and production to hit a high-stakes deadline.

Worked hands-on with the team behind merch from design to packaging.

Made sure every detail moved fast without losing the story.

03. cross-channel consistency

Collaborated acorss design, dev, engineering, and production to hit a high-stakes deadline.

Worked hands-on with the team behind merch from design to packaging.

Made sure every detail moved fast without losing the story.

03. cross-channel consistency

Collaborated acorss design, dev, engineering, and production to hit a high-stakes deadline.

Worked hands-on with the team behind merch from design to packaging.

Made sure every detail moved fast without losing the story.

04. launch and impact

The refreshed brand and site drove 17M+ impressions in 30 days.

Helped launch mulitple collections, each rooted in community and cultural identity.

Delivered a platform that looked, sounded, and moved like the brand.

04. launch and impact

The refreshed brand and site drove 17M+ impressions in 30 days.

Helped launch mulitple collections, each rooted in community and cultural identity.

Delivered a platform that looked, sounded, and moved like the brand.

04. launch and impact

The refreshed brand and site drove 17M+ impressions in 30 days.

Helped launch mulitple collections, each rooted in community and cultural identity.

Delivered a platform that looked, sounded, and moved like the brand.

outcome

Drove 17M+ impressions within 30 days of relaunch.
Boosted event ticket sales and increased merch sales.
Created a scalable brand system now used across web, social, and product.

key learnings

Consistency wins

When voice, visuals, and experience align, trust follows–and so do conversions.

Consistency wins

When voice, visuals, and experience align, trust follows–and so do conversions.

Community in the message

The content that resonated most came directly from the people it was built for.

Community in the message

The content that resonated most came directly from the people it was built for.

Speed with intention

Moving fast doesn't mean cutting corners–it means knowing exactly what to cut.

Speed with intention

Moving fast doesn't mean cutting corners–it means knowing exactly what to cut.

key learnings

Consistency wins

When voice, visuals, and experience align, trust follows–and so do conversions.

Consistency wins

When voice, visuals, and experience align, trust follows–and so do conversions.

Community in the message

The content that resonated most came directly from the people it was built for.

Community in the message

The content that resonated most came directly from the people it was built for.

Speed with intention

Moving fast doesn't mean cutting corners–it means knowing exactly what to cut.

Speed with intention

Moving fast doesn't mean cutting corners–it means knowing exactly what to cut.

Select this text to see the highlight effect