PURELL® Amazon Content

One of the most significant initiatives I led at GOJO was the complete transformation of our Amazon product page experience. At the time, PURELL pages lacked a cohesive design system and felt dated and interchangeable—particularly when benchmarked against emerging, design-forward competitors like Touchland. Recognizing the growing importance of premium visual storytelling in ecommerce, PURELL Omnichannel partners challenged my team to reimagine the entire look and feel from the ground up.

The greatest opportunity lay in the basic content icons—the first visual touchpoint for shoppers across both mobile and desktop. Previously, a limited set of generic images was reused across dozens of SKUs with little product differentiation. I led the effort to design a modern, scalable icon system that was visually distinctive, product-specific (e.g., travel size, formula variations), and unmistakably on-brand for PURELL. This system was extended seamlessly into the enhanced content experience, ensuring a cohesive, end-to-end visual narrative across the entire product page.

The project spanned 50+ products and multiple photo shoots. I partnered closely with TRG Multimedia, developing detailed shot lists, selecting talent, collaborating with stylists on wardrobe and props, and art directing on set alongside the photographer. Post-production, I worked directly with external retouchers to ensure the final assets met both creative and technical standards for Amazon. The result was a future-proof ecommerce design system that elevated the brand, strengthened product storytelling, and aligned PURELL with modern consumer expectations.

Below are examples of the final execution, including both basic content and Amazon A+ enhanced content across desktop and mobile—demonstrating how the system adapts while remaining visually consistent and highly engaging. One example showcases the standard product portfolio approach (bright white and blue accents) and the other showcases the newer, trendier line of products targeted to a younger audience (colorful and vibrant).