Here is a concept of product illustrations made for Amazon Learn. I made this in collaboration with the Art Director and the Amazon UX and Marketing teams.
Amazon Learn is a new program where you can learn AWS courses. Using Amazon's existing brand colors, vision, and style, we created a visual brand identity that enhance the user's learning journey through the site.
We explored different graphic concepts, but we have ultimately designated a mascot as a learning companion (3rd image) for the product illustrations.
Amazon Learn Mascot
Meet Soju!
Known for their obedience and working intelligence, the husky is a very capable learner who thrives on human company. Huskies are smart in their ability to effectively communicate with humans and are keen navigators.
Because of these characteristics, the husky was chosen to be the learning companion for this journey!
The learning companion concept was also inspired by the Dogs of Amazon which are featured in their 404 pages.
APPLICATION
I conceptualized and illustrated the various states the learner would encounter in the platform. By using metaphors, the illustrations creatively show the state in delightful ways.
Illustrations for Empty States
This is an integral screen as this is a new program, there is a high chance the learner still has not explored and saved courses within the platform. Soju, rummaging through the laptop, while tech elements are thrown off was the most preferred illustration. The other illustrations are offered for variation.
This is an integral screen as this is a new program, there is a high chance the learner still has not explored and saved courses within the platform. Soju, rummaging through the laptop, while tech elements are thrown off was the most preferred illustration. The other illustrations are offered for variation.
Mobile devices such as tablets and phones would not have the experience during that time. To accommodate this, a 404 page was created for mobile. The Amazon team cleverly coined this state Fail Gracefully.
This inspired me to create a graphic where Soju gracefully lands in unfamiliar territory. Soju still lands with confidence as it is still in the Amazon universe, but they are just in a relatively new landscape.
Surprise and Delight
Amazon's motto is to surprise and delight customers. Therefore, Soju, the mascot, would only appear occasionally; on instances where there could be a pain point in the learner's journey, such as an empty dashboard or unavailable page as mentioned earlier.
For all other instances, e-learning elements that share the same visual style were created. This is also to avoid the perception of framing the learner as the dog. Soju is merely the user's learning companion.
NO 🚫 Soju "progressing"
YES ✅ Show learning elements instead
Keep Learning Illustration
NO 🚫 Soju fetching diploma
YES ✅ Depict trophy instead
Congratulatory Illustration
OTHER CREATIVE ASSETS
To launch Amazon Learn, various creative assets were created for navigation and to market the product.
Graphics for the AWS Storefront:
Banners were created to introduce users to Amazon Learn.
Icon graphics were created to describe topics in AWS courses. The icons are cropped to make the card look more dynamic, while they are subdued in the background.
Banners were created to introduce users to Amazon Learn.
Icon graphics were created to describe topics in AWS courses. The icons are cropped to make the card look more dynamic, while they are subdued in the background.
Cloud Essentials
Data Analytics
Containers
DevOps
Database
Serverless
Security
Architecting
Internet of Things
Networking and Content Delivery
Machine Learning
Storage
Pathways
Graphics for the Amazon homepage:
Hero banners were created to be placed in the Amazon homepage carousel.
The topic cards alternate in brand colors to distinguish and entice users of new course offerings.
Hero banners were created to be placed in the Amazon homepage carousel.
The topic cards alternate in brand colors to distinguish and entice users of new course offerings.
Display Ads
To be posted in websites and in social to advertise Amazon Learn.
Email Banners
To engage users to start, continue, and/or finish the course, provide feedback, etc.
Marketing assets
