Amazon Kids

Brand Strategy
Vision & Concepting

Creating a universal design framework for Amazon Fire tablets, specifically designed for kids. This framework includes a visually intuitive interface, clear content organization, and a robust system for distinguishing different types of content. A versatile system that's simple, fun, and makes content the star.

Screen display of a colorful children's media app with categories for Videos, Games, Books, Music, Downloads, and Favorites, featuring cartoon characters and animated icons.
A digital interface screen with icons labeled Videos, Games, Books, Music, Downloads, Favorites, Camera, Browser, Speaker, Store on a gradient background.
Collection of colorful 3D-rendered technology and gaming-themed objects floating on a blue background, including a game controller, headphones, a globe, a rocket, a joystick, a camera, and a film reel.

Editorial cards and play widgets to encourage more fun and education throughout the experience.

Row of digital tablets displaying children's books, animated characters, and music, with colorful backgrounds and icons indicating reading, playing, and watching.
Screenshot of a digital gaming app store page featuring the game 'Angry Birds' as the main highlight, with other game icons like Shark Dash, Tinybop Coral Reef, Animal Jam, and GoNoodle visible.
Digital interface displaying categories for content: Play, Watch, Read, Listen. Under Play, a colorful icon of a game controller labeled 'Tinybop Coral Reef'; under Watch, a yellow play button icon; under Read, a blue book icon labeled 'Look Up With Me'; under Listen, a red music note icon labeled 'Los Fabulosos'.
Screenshot of a digital library app called 'My Stuff' displaying various media including books, games, movies, and websites, with categories for recently used, added, purchased, downloaded, most used, alphabetical, largest file size, and more.
Collection of various digital screens displaying children's educational apps, games, and streaming platform interfaces with colorful graphics and icons.