Role:
Lead Visual Designer - Brand System Unification Across Global Payments
Platform
Figma and Amazon Internal Portal
Overview
As Lead Visual Designer for the Amazon Consumer Payments organization, I was responsible for defining, systematizing, and scaling a unified visual language across all Payment products including Amazon Pay, Amazon Wallet, Amazon Access, debit cards, co-branded financial surfaces, and internal programs.
Our team was part of a larger Amazon initiative to consolidate visual design across brands. Payments, in particular, suffered from fragmentation: inconsistent iconography, illustration styles, color palettes, photography, lockups, UI visuals, and tone. My role was to create a single source of truth a brand system that could scale globally across teams, devices, countries, and marketing surfaces.
I led the strategy, design direction, documentation, and rollout of the new Consumer Payments Brand Handbook, now used by UX designers, marketers, PMs, content strategists, and engineering teams across Amazon.
My Role
As Lead Visual Designer, I:
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Audited all existing visual assets across Payments and Amazon sub-teams
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Identified inconsistencies and usability gaps
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Established a unified design direction that aligned with the parent Amazon brand
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Created full visual guidelines (icons, illustration, typography, photography, color)
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Designed the co-branding rules used with partners like Invex Banco, Mastercard, Visa, and Amex
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Developed scalable layout systems for marketing and UX surfaces
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Created all examples, diagrams, and do’s/don’ts
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Partnered with PMs, marketing, localization, and legal to ensure compliance
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Built downloadable asset libraries for internal teams
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Developed the production-ready brand handbook now used org-wide
This was a foundational project that reshaped how the Payments org builds product and marketing experiences.
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Impact
The new Consumer Payments Brand Handbook became the standard visual identity system for all Amazon Payments experiences.
Results:
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Aligned 200+ designers, PMs, and marketers across the global Payments org
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Reduced design inconsistencies across Wallet, Access, Pay, and marketing surfaces
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Decreased review cycles with Legal, Marketing, and Brand
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Improved trust and clarity in financial UI and marketing
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Enabled faster, more unified design delivery across teams
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Established a scalable system adopted in multiple new product launches
This work set the foundation for future Payments experiences and helped Amazon maintain a unified, trustworthy global financial identity.