Prime Day 2024

Prime Day is one of Amazon's biggest events as a way to celebrate their members with amazing deals. For this year's event, there was a need to design new assets such as social media, on-site and off-site assets using Amazon's refreshed brand language.

The challenge for this project came down to trying to make sure all the elements are functional for partner teams and be visually compelling. Since this event rolled out before the official announcement of the Amazon new brand language, we had to make sure we were using the older assets, while slowly introducing some of the newer elements from the new system. In some ways, it felt like we were building out a new brand, as we had to come up with different ways of using the old and new design language. As we rolled out creative assets, we continuously got data and practical feedback needed to make adjustments to the brand guideline and elements.

The new design language and strategy led to record breaking sales for Amazon.