Amazon Prime Brand System
Amazon Prime Brand System
Strategic design leadership for Amazon Prime—helping the world’s largest subscription e-commerce brand establish a standalone identity across digital platforms, packaging, and internal tools during a period of rapid global growth.
Challenge
As Amazon Prime entered a new phase of explosive growth, the company dropped the “Amazon” prefix and repositioned Prime as a standalone brand. This shift required a modern, adaptable visual system that could extend across consumer touchpoints, internal culture, and partner-facing channels—without losing credibility or cohesion.
Approach
Working with Amazon’s in-house brand and creative teams, I helped establish a consistent, versatile brand system for Prime. This included core visual guidelines, usage frameworks for global vendors, and scalable templates for marketing, editorial, and digital assets. The goal wasn’t reinvention—it was harmonization: bringing clarity and cohesion to a complex internal ecosystem.
Role
Brand consultant responsible for creating system architecture, tone guidance, and cross-functional rollout tools to ensure global adoption.
Stakeholders
Amazon leadership and in-house brand team
Impact
– Helped establish Prime as a distinct brand entity across Amazon’s ecosystem
– Supported brand recognition during the decoupling of “Amazon” from “Prime”
– Developed tools and assets that scaled across physical and digital channels
– Aligned internal and external messaging for a consistent rollout
– Contributed to Prime’s continued global expansion, with paid membership growing from ~63M in 2016 to over 100M by 2018
Deliverables
– Modular visual identity system for Amazon Prime
– Comprehensive usage guidelines and documentation
– Global asset templates for marketing, digital, and editorial
– Governance structure for vendor compliance
Due to confidentiality, project visuals are not displayed publicly. A secure, password-protected version of the case study—including selected design system materials and implementation examples—is available upon request.