Amazon Devices
I worked for the launch & localisation of Amazon Echo devices and Alexa in India. I was mainly part of deciding the key visual of the products, art direction & theme for the product's photoshoot, and marketing assets like brand brochures, leaflets, product detail pages on Amazon, etc.
Key visual: Echo Spot
The general target market for Echo devices is busy homeowners under the age of 44 years old. However, there is a higher demand for the product between 18-29, with the second-highest category being 30-44 years old.
With Echo Spot, we wanted to expand the target audience or the user story by targeting two different segments: kids and the elderly. So in the key visual, I decided to show a young female video calling her father/grandfather to portray a story. Video calling was one of the critical features of this product then.
Art direction
Alexa, i.e. the virtual assistant of all the Echo devices, has been designed to provide simple interactions and eliminate the need for tedious steps by using voice technology. The ideal target audience would be individuals with their hands busy, who can utilize voice-command settings, ranging from college students to parents. The most common places for an Alexa was identified as the living room and the kitchen.
The theme was to show an Indian family home with clean, elegant and warm-toned aesthetics. We wanted to add a bit of colour to the frames and not keep them very minimalistic.
Shown below are few glimpses from the product detail pages on Amazon for Echo spot and Echo dot devices. This was one of the primary space for the product lifestyle images to be displayed.
Offline promotions : Leaflets, brochures, packaging
