The Challenge
The iconic Kindle tree and child imagery—a symbol of reading globally since 2007—originated as a doodle on a barcode and had never been properly refined. As Kindle approached its 10th anniversary alongside a new device experience launch, the poorly executed artwork wasn't suitable for modern applications across print, social media, and mobile platforms. This required strategic thinking to balance brand evolution with preserving the deep emotional connection customers had developed over a decade.
The Solution
Through cross-functional collaboration with brand strategy teams, I led a comprehensive brand refresh that modernized the beloved imagery while preserving its recognition and positive customer associations. The approach required innovative design thinking to balance heritage with evolution, developing new creative frameworks that moved from tree-focused to book-centric imagery while maintaining the emotional essence customers treasured.
The Experience
Working closely with user research teams, I developed and executed comprehensive internal and external studies examining brand awareness and perception. This collaborative research process revealed that the existing imagery had exceptionally high recognition and positive association among customers—a critical insight that required strategic pivoting from radical redesign to thoughtful evolution. I then led creative explorations of gender-neutral and age-inclusive character modifications while concepting reimagined app iconography that hadn't been updated since launch, developing systematic design approaches that would work seamlessly across global markets and platforms.
Impact
The refreshed brand launched on schedule across all touchpoints—app stores globally, device packaging, startup screens, social media, and marketing initiatives. The new imagery and app icon received overwhelmingly positive reviews from both customers and media, with social feedback praising the "awesome" simplicity and elegance of the design evolution.
"But a part of the launch of the new app is,
of course, a new app logo. And I can only say, “I love it”."
of course, a new app logo. And I can only say, “I love it”."
