Amazon Devices · 2023
Echo Holiday Endcap Program
Concepting through execution for an endcap rolled to thousands of US retail doors.
Retail doors
Thousands
Concept to lock
4 weeks
Vendors managed
6
01 — My role
What I did.
Concepting, art direction, headline writing, and day-to-day vendor management across print and fabrication.
02 — Challenge
The starting point.
Echo needed a holiday endcap that worked across Best Buy, Target, and regional partners — with a four-week window between brief approval and production lock.
03 — Approach
How it came together.
Rough mockups, headline options, and a clear rationale landed approval in week one. From there: tight art direction across fixture graphics, motion loops for digital screens, and hands-on vendor management to keep print, fabrication, and shipping moving in parallel.
04 — Outcome
What it delivered.
On-time, on-budget rollout to thousands of doors with consistent presentation across retail partners. The fast-concept phase saved an estimated three weeks against a typical agency cycle.
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