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Designing for the World's Most Popular Storefront
As Design Lead & Manager for Amazon Prime Video, I was responsible for ideating, conceptualizing, designing, and overseeing the development of original, engaging creative to support storefront promotions and marketing campaigns.
Each asset was crafted to meet a wide range of requirements – including accessibility standards, audience relevance, and a distinctive yet adaptable visual style capable of encompassing a diverse range of titles.
In addition, I led rebranding initiatives and the development of comprehensive style guides to ensure consistency across all visual touch points.
P R O M O T I O N A L S T O R E F R O N T C R E A T I V E
Animation Movies on Sale
General Sale Promotion
Superhero Movies on Sale
Sitcoms on Sale
Western Films on Sale
B R A N D I N G T H E P R I M E V I D E O W O R L D
Rebranding Creative for a More Cohesive Experience
One especially exciting project I led at Prime Video was the international rebrand of the storefront experience, driven by the following goals:
Give the storefront a more consistent experience every time a customer would visit
Create a clear and easy to understand signifier system indicating whether or not content is included in the Prime membership
Develop a recognizable and unified visual language that would tie together the digital realm with our OOH campaigns – across all media and costumer touch-points
Exploration of various "title plates" using The X-Files as an example title
"Splinters" Design with "Included in Prime" (SVOD) Badging
"Splinters" Design with "Rent or Buy" (TVOD) Badging
"Glass Box" Design with "Included in Prime" (SVOD) Badging
"Glass Box" Design with special "Watch Season 2" Messaging
Translating it into "The Real World"
In the process it became clear that a modular approach that was geared more towards an understated & functional direction, would be the best path at establishing a scalable "toolbox" that allowed for flexible messaging while allowing a wide range of graphical elements such as logos, title treatments, badges and call-to-actions to not clash with each other while being respectful to the main motive that they served as a bracket for.
Example for how the "Glass Box" design could translate into an OOH one-sheet
"Glass Box" design OOH mockup featuring The Avengers
Additionally, the team and I explored how the design proposal would translate into real world applications (such as with physical mail-in gift cards) and other digital acquisition tactics, such as other banner ads.
Design approach translated into physical in-mail acquisition gift card
Close-up of the gift card itself
Design proposal adapted to a range of "acquisition superheroes" for the Amazon storefront
Translating it into Motion
As a last step in the development of the new Prime Video design language, I explored how the new look & feel would translate into motion. Below are 3 examples of that – all with their unique features and advantages.
Motion mock-ups of the new design language
K E Y – A R T D E V E L O P M E N T F O R G E R M A N Y ' S F I R S T S T R E A M I N G S H O W
Setting the Bar for the Market
Amazon was the first video-on-demand streaming service to launch an original German show in its home market. At that time I took on the additional responsibility to step up into the role of a creative director for the project and to supervise the development of all artwork and marketing materials for “You Are Wanted”.
The main goal of the artwork was to show an entirely new side to lead actor Matthias Schweighöfer, who by that time was known to German audiences only for light-hearted comedies. It had to be crystal clear that “You Are Wanted” is none of that.
It was my responsibility to guide creative agencies in their design proposals, provide them with valuable feedback, report back to marketing leadership and ensure that every single piece of creative is being delivered according to spec, strategy and briefing.
Expanding the World & Characters
Given the high-profile cast of well-known German actors that are starring in “You Are Wanted”, it was essential to develop a character-driven artwork campaign to support the launch.
The brief called for visuals that offered a glimpse into each character’s arc, hinting at how the story would push them to their limits, while preserving the show’s core mysteries and delivering strong visual cues about its genre.
Early Concept Idea Sketches
Shoot Direction & Talent Handling
Another exciting aspect of this project was attending the bespoke talent shoot, where I contributed ideas and creative direction early on to ensure our designers and editors had the broadest and most impactful set of imagery to work with.
Doing a 180
We also partnered with a production company to capture 180° bullet-time-style shots of our key artwork, which were later used to create immersive cinemagraphs, AV for social media, and as part of the digital out-of-home (DOOH) campaign.
S T Y L E G U I D E D E V E L O P M E N T & I M P L E M E N T A T I O N
Bringing Order to a Fragmented Brand
During my time at Amazon, I took the initiative to develop a comprehensive style guide for the Prime Video brand and oversaw its implementation. As a starting point, I conducted a thorough analysis of our own branding (see left) alongside key competitors – primarily Netflix at the time (see below).
It was clear that the Prime Video brand has become fragmented over time and there was plenty of opportunities to refine and streamline the brand's current visual identity.
After months of refinement, cross-functional check-ins and diligent refinement, the effort led me to the creation of a 40+ page style guide document that was received with much excitement by internal stakeholders and external partners.
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