Hafiz Huda is a Senior Director over the Design and Creative practice for Rational, a customer experience consultancy. Before joining Rational, he led the brand team for Amazon Go, a new kind of store with no lines and no checkout. He helped shape the brand messaging as the store grew from concept to reality across multiple cities with expanding features. In 2012, he relocated to Seattle to lead the design team at Amazon Creative Services, the internal retail creative group focused on critical product marketing launch initiatives for programs such as Amazon’s Holiday Gift Guides, Prime Music, Prime Pantry, and Kindle Unlimited. Working with multiple in-house teams, he’s often at the hub of multiple product launches and campaigns across Amazon, where he is an advocate for connecting brand stories at every point of the customer experience.
With over 20 years of professional experience, Hafiz has developed work for clients like American Express, Domino’s, Tidy Cats, Energizer, Anheuser-Busch, Coca-Cola, New Balance, and Dreyer’s Ice Cream. From Art Director to Brand Strategist, he’s worn many hats and loves digging into a project and creating campaigns and experiences that go beyond just the surface. Hafiz studied at the Savannah College of Art and Design, with an emphasis in motion and interactive design. He currently lives in Seattle with his brilliant daughter and new puppy.