Driven by a self objective to create a store using free stock imagery, thereby making the entire campaign free from a design perspective; careful selection of imagery, coupled with very select quotes from significant women influencers treated with

the global styleguide colours, and working on a monochromatic page; resulted in a radically different store.

The Amazon Personality was a concept that was introduced and further derived from this experience where we have more than just a voice; we have an opinion, a face; someone the customer can understand and relate to on a human level. The store performed well and despite being an only engagement driving, the store exceeded GMS goals.