E-commerce Content Design Amazon Brand Store Hisense India May – June 2020

Launching Hisense on Amazon India:
A journey from Enhanced Product Detail Pages to Brand Store.

Hisense Amazon India — Say Hi to the Amazing

A global electronics brand entering India with zero local recognition. Three product categories. Six weeks. One brand voice. I designed the e-commerce content series and Amazon Brand Store that introduced Hisense to millions of Indian shoppers.

My Role Lead Graphic and Marketing Designer

Team Solo Designer (me) · 1 Copywriter · 2 Biz Leads

Tools Adobe Photoshop · Illustrator

Deliverables 3 Content Series · 1 Brand Store

The Results

The campaign drove measurable lift at product level and built lasting brand equity in India's most competitive e-commerce market.

Conversion

+9.8%

Lift in sales on Amazon product pages, above the industry benchmark of 3 to 10 percent for branded content.

Engagement

3×

Higher engagement on branded content compared to baseline across all three categories.

Organic Search

+27%

Organic search growth for Hisense products within three months of launch.

System Adoption

100%

The "Say Hi" and #BeAmazed system was adopted in every subsequent campaign. The framework outlived the project.

* All data sourced from the Hisense e-commerce analytics team, measured post-campaign launch.

The Work

Television

Space & Immersion

Dark, cinematic, boundless. Each feature gets its own universe, from picture quality to sound.

"Say Hi to limitless entertainment."

Refrigerator

Freshness & Ice

Clean whites, cool outdoor tones. Making the functional feel genuinely desirable.

"Say Hi to everyday freshness."

Air Conditioner

Home & Family

Warm teal, real family moments. Trust and comfort over specs and features.

"Say Hi to comfort that cares."

Hisense e-commerce content series, Television, Refrigerator, and Air Conditioner

Brand Colour Decision

Why teal on "Hi"?

The teal-cyan on "Hi" is Hisense's global brand colour. Rather than applying it as a background or border, I embedded it directly into the headline, making the brand feel like it is speaking from inside the creative. Every time a shopper reads "Say Hi…" they are seeing the Hisense brand colour without being sold to.

Creative Direction

Theme selection was insight-led, not aesthetic-led.

Each theme was mapped to the functional and emotional job the product performs in a consumer's life, not to what looks good on a page. This matters in e-commerce because the creative has roughly three seconds to create a felt connection before a shopper scrolls past. A theme grounded in real consumer behaviour does that work faster and more honestly than one chosen for visual appeal alone.

Amazon Brand Store

Three series. One storefront.

The Brand Store was the final piece, bringing all four product categories together under one branded experience. Two new creatives opened and closed the brand journey.

Hero Banner

"Say Hi to the Amazing", all categories, one story

Brought TVs, Refrigerators, ACs and Washing Machines together under #BeAmazed. Hisense's first impression in India.

Trust Creative

"Caring for you is our top priority"

Built confidence for first-time buyers with 3 free pre-delivery services, 400+ service centers and a direct customer care line.

Amazon Brand Store walkthrough — all three series unified under one branded experience.

01 My Contribution

Solo designer on a six-week launch. I owned concept, visual design, copy direction and client coordination from brief to Brand Store.

🧠

Brand Strategy

Developed the "Say Hi" framework, a scalable verbal system that gave Hisense a voice for its market entry and anchored all three content series.

🎨

Visual Design

Designed all content modules from scratch including lifestyle compositions, typography systems and banner layouts across three distinct visual worlds.

✍️

Copy Direction

Directed the "Say Hi…" headline system and #BeAmazed, working with the content writer to land copy that felt human rather than a spec sheet.

🤝

Client Coordination

Managed end-to-end approvals with two business leads, presenting concepts, absorbing feedback and keeping a tight six-week timeline on track.

02 The Challenge

Three products. Three audiences. One brand voice.

The brief was deceptively complex. Each product category speaks to a completely different buyer mindset — entertainment and escape for TVs, freshness and vitality for fridges, comfort and family care for ACs. The content had to feel distinct enough to connect with each mindset, while remaining coherent enough to read as a single brand across all three.

Distinct yet unified

Three categories needed completely different visual worlds while staying coherent under one brand umbrella.

Features to benefits

Hisense has strong specs. The challenge was translating them into emotional benefits for first-time buyers who had never heard the brand name.

Built to scale

Three separate content series had to eventually unify into a single Amazon Brand Store. The system was designed for that transition from day one.

The core tension

Category Level

Individuality

Each product needed its own visual metaphor and emotional register so shoppers feel the product's personality, not a generic brand template.

Brand Level

Unity

All three series needed to read as unmistakably Hisense, sharing a design language and copywriting voice that held together in the Brand Store.

03 The Idea

The solution was verbal, not visual.

The instinct was to solve the unity problem with a visual design system. But no colour palette or grid could unify three emotionally different product worlds on its own. The real answer was a copywriting framework — two words that could open any product story while always sounding like Hisense.

The framework

"Say Hi…"

Simple enough to flex across every product. Specific enough to feel intentional every time.

"Hi" From Hisense

The brand introduction feels natural and ownable. Hisense is literally saying hello to a new market, not issuing a corporate press release.

Aspirational Emotional reframe

A playful nod to Amazon. Reframes technical features as consumer benefits, shifting the conversation from specs to desire.

Scalable Built to grow

Works across every product and category, giving the Brand Store a single consistent voice that never feels repetitive.

Getting the typography right

With the copywriting direction set, the next question was how "Say Hi" should look on screen. Four directions were explored. The central decision was whether "Hi" should carry its own colour — making the brand feel visually embedded in the headline rather than just written alongside it.

Option 01 · Not selected

The entire headline reads in one uniform colour and weight. "Hi" carries no visual distinction from "Say" — working against the core idea that the brand name should stand apart.

Approved

Option 02 · Approved

"Hi" is coloured differently from "Say," making the brand feel like it is speaking from inside the headline. The colour creates a natural pause and gives the word "Hi" its own identity without breaking the reading flow.

Option 03 · Not selected

The scale contrast between "SAY" and "Hi" is too aggressive. It draws attention to the typographic treatment itself rather than letting the message land. The warmth of the "Say Hi" framework gets lost.

Approved

Option 04 · Approved

Same colour logic as Option 02 at a lighter weight — used for secondary headlines within content modules. "Hi" retains its colour distinction but sits more quietly, creating typographic hierarchy without competing with the primary headline above it.

Translating specs into stories

The spec

4K Ultra HD with Dolby Vision

Meaningful to a tech-savvy buyer. Invisible to a first-time shopper who does not yet trust the brand.

→

The story

"Your EYES deserve it"

Anchored in the Space theme visually. The spec becomes a promise. Aspiration first, proof second.

04 Scaling Up

From three series to one brand. #BeAmazed.

With the three content series complete, they needed to come together in a single Amazon Brand Store. That required one idea that could sit above all three categories and elevate the experience from a product catalogue into a genuine brand moment. The answer was #BeAmazed.

🔗 Platform-relevant

Rhymes with Amazon

#BeAmazed is easy to recall and platform-native. It makes Hisense feel like it genuinely belongs on Amazon India.

💡 Emotional

Wonder over specs

Invites customers to feel something, shifting the conversation from "what does it do" to "how does it make you feel."

🔄 Scalable

Works across every category

TVs, fridges, ACs — #BeAmazed elevates all equally. It turned the hero banner from a product collage into a unified brand message.

Product level "Say Hi…"

→

Category level Theme worlds

→

Brand level #BeAmazed

→

Result Brand Store

05 Reflection

What I learned.

The biggest insight

The verbal system solved the visual problem

I expected the challenge to be visual. The real solution was verbal. Once "Say Hi" was established, every visual decision became easier. The copy did not support the design — the copy was the design.

The hardest part

Translating specs without dumbing them down

Indian Amazon shoppers are research-driven. They read specs. The challenge was making emotional copy land without burying the technical proof. Lead with the feeling, prove it with the feature.

What surprised me

#BeAmazed started as a bridge and became the brand

The hashtag was designed as a transitional device. Its adoption in every future Hisense campaign was not anticipated. Sometimes the connective tissue becomes the identity.