It is our differences that bring people together, connecting us all in this special season of giving. The 2022 Amazon Holiday Kids Gift Book is a culmination and celebration of this sentiment—highlighting inclusivity and diversity from the talent casted for editorial imagery to the range of toys and products featured (including small and minority-owned businesses) to the diverse group of illustrators featured year after year.
Storytelling is a large part of this publication, supported by an imaginative children’s story, adventurous visuals and fun activities—all paired with a vibrant holiday color palette aligning to the overarching retail holiday campaign. This fifth annual gift book showcases the familiar Fox character (reimagined) who is joined by his friends as they travel across the country on a road trip, discovering along the way how people celebrate in all climates.
As Creative Director, I led a dynamic team of designers, art directors and copywriters, as well as an illustrator and hand letterer to bring this book to life. My main priority was to ensure that the end result was on-brand, inspiring, relevant, elevated and engaging. As a team, we were able to disrupt the traditional toy catalog landscape and position Amazon as a company that celebrates uniqueness. By leading with empathy, I strive to provide a safe and inclusive environment for everyone to share their ideas and collaborate freely.
Designers: Eva Grate, Alaine Field, Samantha Yang / Photo Art Director: Julianna Schulte / Copywriter: Matthew Schnirman / Illustrator: Lisk Feng / Hand Letterer: Katie McDonough