Amazon Prime Video

Amazon Prime Video approached Pentagram with the goal of a refreshed look while leveraging the recognition of the iconic Amazon Smile and bright blue. Through the use of customized typography from Sharp Type, charming illustrations by Patswerk, and Team Oberman’s special touch of whimsy, Amazon Prime Video found a new voice.

My contribution to the year-long project was originally focused on exploration of a full rebrand early in the process and shifted to how the identity could evolve without changing the Smile or Logotype. Once customized typography and bespoke illustrations were chosen as the major touch points, I co-art directed both external teams by suggesting customizations to the type and assembling feedback on each round of illustrations. Toward the end of the project, I assisted in the creation of final brand style guides which explain the design system to the world-wide Amazon Prime Video design team.

Timed with the launch of The Rings of Power, this rebrand was met with renewed excitement for the streaming service which had previously not lived up to the amazing stories told on its platform.

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Pentagram Case Study


Review on Brand New by Jon Stapp