Role
Media Designer
Scope
Brand system, visual identity, templates, print, environmental, motion
Timeline
~1 month for the system; 3-6 months per program build
Scale
4 programs, 15+ countries, thousands of learners
Amazon’s PXT Academy was building four HR development programs from scratch, each serving HR professionals at a different level (HR4 through HR7). The programs needed their own visual identities that felt connected to each other and to the parent PXT Academy brand, but distinct enough to be instantly recognizable on their own.
Media designer. I created the brand system independently, then partnered with a fellow media designer, learning experience architects, and program managers to build out each program’s materials. I collaborated directly with the organization’s director on the brand direction.
The parent PXT Academy brand uses a mountain motif with overlapping geometric shapes and a cityscape silhouette. I pulled the mountain element into each program’s logo as a direct visual connector to the parent.
I started by developing the brand identity for HR7 (the first program launching). I presented design concepts to the organization’s director, narrowed to one, and iterated to the final design. Once we locked in the direction, I extended the identity across the remaining programs.
I used color as the primary differentiator across the programs:
Green (HR4): fresh, entry-level energy
Blue (HR5): trust, growing confidence
Red (HR6): boldness, elevated responsibility
Purple (HR7): aligned to PXT Academy’s brand color for the highest-level program
Color gives you instant recognition without reading. You know which program you’re in at a glance.
I also designed branded versions of Amazon’s internal mascot (Peccy) for each program. These became lapel pins handed out to participants as recognition for completing their program.
I designed the system to scale beyond me. Each program needed a recognizable identity, but facilitators and stakeholders also needed tools to create consistent materials without starting from scratch. The core brand system for each program included:
Logo/sticker
Peccy lapel pin in program colors
Participant guide templates (A4 and letter)
PowerPoint template
Online badge (internal profile icon)
These programs are global, delivered across 15+ countries and serving thousands of HR professionals annually through in-person and virtual workshops. The brand system is still in active use today, three years after I created it.
Once the brand system was defined, each program required 3-6 months of additional asset production. Here’s what a typical program build included:
4-8 posters and pop-up banners
Interaction design materials (activity cards, data cards)
Supplemental booklets
3-10 branded videos with animated bumpers
Visual QA on all facilitator-produced materials using my templates
Below is a look at some of the HR5 materials as an example.
I also developed materials for a train-the-trainer program that prepared facilitators to deliver the HR4-HR7 workshops. This included an 80-page facilitator resource guide, a workshop deck, a participant guide, a Peccy sticker/pin, and an activity handout.
“Your proactive approach to creating media programs is truly admirable. You consistently foster collaboration and ideation… your business-focused lens and fun personality make our interactions both productive and enjoyable. Your contributions have significantly elevated the quality and impact of our initiatives.”
“Amazing creativity and technical expertise… strong bias for action… delivered high-quality work under tight deadlines.”
This project gave me the chance to build something from nothing and see it scale globally. It’s rewarding to know these materials are being used by real people across the world to make their learning experience feel intentional and engaging.
Brand systems · Multi-format design · Cross-functional collaboration · Brand consistency at scale · Fast turnaround