The Last Mile: Flex Peak Animated HeroeS
Animation by Phong Su | Design by Tracy Hoang
Project Brief
Amazon’s The Last Mile Delivery is the final and most crucial step of the entire delivery process – from the final fulfillment center to the customer’s doorstep. The goal is to ensure a timely and safe delivery of packages using Amazon’s very own team of delivery drivers rather than getting third parties involved. This complex process requires planning the most optimal delivery routes, navigating traffic, and managing parcel security.
Using The Last Mile’s style guide and taking inspiration from past marketing, the scope of this project was to refresh 18 animated heroes to be used for email newsletters by updating background elements, landscapes, and colors provided by the client. I also had to create six new animated heroes two new static heroes.
Overall, there were 50 assets total to be delivered:
• 18 refreshed animated heroes
• 6 new animated heroes
• 2 new static heroes
• 24 static backups
Geographical Relevance
Since these animated heroes are going to be shown to countries around the world, it is important to consider factors such as vehicle types, architecture, and weather. For this project, I had the opportunity to dive into researching countries such as the United States, United Kingdom, Japan, Australia, and Singapore in order to capture the look and feel of each location to successfully form personal connections with the readers living there.
Safety
One of the most important parts of TLM newsletters is to demonstrate safety techniques for drivers. This includes proper ways to lift packages, correct shoe attire for the rain or snow, and what to wear during heat waves for places like Australia. For example, drivers should keep warm during snow storms by wearing gloves, a beanie, and thick clothing. They should also have nonslip shoes to avoid slipping on ice. When carrying heavy packages, they should bend their knees with their feet apart while keeping their back straight and packages close to them. It’s important to keep their hands free from items such as a phone for a more stable grip. When carrying large or heavy packages, drivers should step carefully by taking short, controlled strides, keeping their center balance under their hips and shoulders. They may also use a cart or dolly to carry their packages.
NEW YEARS EVE
With the release of the newsletters being around the time of New Years Eve, we took the opportunity to ring in the new year with the drivers around the world through these animated heroes. Each country is distinguished through subtle changes in scenery such as the landscapes, pattern of the party hats, and different colored fireworks.
PICK UP AND RETURN POINT
Another piece of this project is TLM’s Pick Up and Return Point messaging, also known as PARP. These emails are four high-level messages that were sent out during Peak in various ways:
1) Amazon lockers are secure locations for customers until they are ready to collect their packages.
2) Amazon lockers are also located in Apartment buildings. Deliver to the locker in order to avoid carrying unnecessary weight when doing door-to-door delivery.
3) Follow the in-app instructions for the appropriate locker type when delivering to Amazon lockers.
4) Scan one package at a time, then place it inside the locker and secure the door. If the sensor does not detect the package, the door will open. Reposition the package and try closing the door again.
Out of these four scenarios, I was tasked to choose two to create statics for. The images below demonstrate how an Amazon locker may look in an apartment building (left) as well as a business (right).