Amazon Relay Brand Guide

Role: Copywriter & Strategy Contributor
Deliverables: Brand Guide copywriting, strategic messaging framework

When Amazon Relay set out to refresh its brand, the goal was clear: create a unified, customer-focused identity that could scale across every touchpoint. This meant more than just defining colors and logos—it required a voice, tone, and messaging strategy that resonated with carriers, drivers, and the broader freight community.

I contributed both copywriting and strategic direction for the brand guide, ensuring every word aligned with the core vision, mission, and values of Amazon Relay. My work included:

• Voice & Tone Development – Translating Relay’s personality into clear guidelines that balance authenticity, optimism, and customer-obsession, ensuring consistent messaging across marketing, product, and support channels.

• Messaging Pillars – Crafting foundational themes of Empowerment, Partnership, and Purpose to guide all future communications.

• Customer-Centric Storytelling – Writing copy that puts carriers and drivers at the center, positioning them as the heroes of the Relay story while reflecting Amazon’s role as a trusted enabler.

• Strategic Alignment – Collaborating with design and marketing stakeholders to connect copy decisions with broader business goals, from acquisition to retention.

The result was a comprehensive brand book—a living document that not only standardizes Relay’s creative output but also inspires teams to connect with their audience in a way that’s inclusive, clear, and memorable.