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Role: Lead Brand Designer
Team: Prime Video Global Brand Team
Year: 2018
Background: Since its launch in Feb 2011, Amazon Video (formerly Amazon Instant Video) has had a longstanding identity problem, primarily due to the various associated brands and disconnected marketing campaigns used to promote its digital video service and distinct product offerings. While this approach was generally acceptable while Amazon focused on building its video platform into one of the top streaming services today, it significantly restricted their ability to build brand affinity with customers.
Leveraging extensive research, and armed with a clear understanding that any brand efforts wouldn’t be effective if the brand itself wasn’t easy to understand, a proposal was put forward to consolidate Amazon’s global video service under one master brand—Prime Video.
As lead brand designer I was responsible for developing the Prime Video visual brand elements and guidelines.