Launching the Halo brand and it’s first product—Halo Band

Halo Band

  • My role was to assemble a design team to support all functions of Amazon Halo, from advertising and marketing to business, content, and science teams.

  • Sean Ohlenkamp, Ophelia Chiu, Keri Zierler, Andrew Wilcox, Molly Woodruff

Challenge

Amazon Halo Band was Amazon's initial venture into health and wellness technology, a sector brimming with formidable and well-established brands. Despite the intense competition, we noticed a consistent decline in health outcomes in the US, with most brands' marketing assuming that all potential customers were, or wanted to be to athletes.

I joined Halo just as the launch strategy for Halo Band was gaining momentum. Even as I acquainted myself with the finer details of the project, the development of final deliverables were in progress. Many of the graphic and photography assets already produced. My onboarding was an immersive experience that led me straight to the frontline of bringing the launch materials to completion. I jumped right in.

We unveiled Halo during the Amazon Devices and Services launch event, taking advantage of Amazon's home page's new video capabilities to introduce the Halo Band in a dynamic way. This strategy drove considerable traffic to retail pages.

The launch was supported by Halle Berry and her wellness brand Re·Spin, which generated custom content allowing our members to engage in workouts led by Halle herself.

Halo Band E-commerce

All our efforts led users to the Halo Band detail page, where they could discover the device's unique features and learn about the accompanying health membership. We continuously adapted this page based on customer feedback, refining how we communicated Halo's innovative features.

Device Imagery, Animation & Demonstration Photography

A comprehensive library of high-quality device imagery, animations, and customer demonstration photography was crucial to swiftly producing the diverse range of materials required for Halo's launch and support any future product material needs.

I lead this nimble team to craft all elements for the launch of Halo and Halo Band. A few examples of this work is below.

Customer Demonstration Photography—David Salafia

Results

With the launch of the Halo Band, we established Amazon's presence in the health and wellness industry. Our strategic marketing and product presentation increased customer engagement and product visibility. By taking ownership of all brand visual design elements, we supported teams in producing clear and impactful materials.

This experience highlighted the significance of fostering clear communication and understanding between teams. By connecting initiatives and identifying common needs, we streamlined collaboration and simplified many cross-team efforts.

Take a closer look at the evolution of the brand work through each device launch

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