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
overview
AMAZN HQ is built around a single idea: Shift the Culture.
We turned that tagline into a living brand.
industry
sports media
my role
creative operations manager
platforms
website and socials
challenge
“Shift the culture” resonated, but not evident in the brand. Our challenge was to refine the look and feel, create a cohesive digital presence, and strategically apply the messaging people can feel part of.
approach
We treated “Shift the culture” as the north star.
For the new website, I started with wireframes to define structure, hierarchy, and flow. I worked closely with designers and developers to design each page.
Appointment-related emails touch nearly every patient and sit at the most time-sensitive points in the journey. If these moments weren’t clear, consistent, and human, patients were more likely to disengage.
That’s why we started here. We turned transactional, lengthy emails into behavior-triggered lifecycle touchpoints–right message, right time.
I wrote site and product copy that brought the message to life.
Alongside the website, we took the vision and built the brand’s Youtube presence to spotlight both trailblazers and the next generation of Asian heritage athletes. That meant partnering with leaders like Jeremy Lin and Cam Bynum, while also uplifting young athletes breaking onto the scene.
The most-viewed video features Jeremy Lin training Xavian Lee, widely recognized as the next NBA Asian-heritage prospect. Through Shift the culture, we connected sports, heritage, and culture. Ultimately showcasing how representation within sports is changing.
And of course, the socials.
outcome