Handmaking a New Voice and Tone
While reviving the brand, the team discovered Amazon Handmade's true value: beyond shopping, it's a space for small business owners to connect with customers and showcase their craft stories.
The Before
When thinking of our direction, we realized this platform was missing community. It was originally focused on the act of selling instead of the story behind the item or creator.
The After
We drew insights from our strategy and crafted a persona to bridge connections between users and sellers on Amazon Handmade who are eager to share their stories.
This persona is authentic, luxurious, charming, and above all, loves telling a good story.
More Content
Once we landed on the voice and tone, we crafted new content formats to further share the stories of creators on Amazon Handmade.