Amazon Ads Rebrand

About

Amazon Ads is a powerful advertising platform that enables businesses to reach and engage with customers across Amazon's extensive ecosystem. It offers a variety of ad solutions, including sponsored products, display ads, video ads, and custom advertising experiences, all designed to help brands increase visibility, drive traffic, and boost sales on Amazon.com and its affiliated sites.

Role
Associate Director, Production Design

Team
3 Production Designers

Platform
Web, Mobile

Timeline
March 2021 - November 2021

Tools
Figma, Figjam

key metrics

⬆︎ Standardized design patterns

⬇︎ Design time creating assets

⬇︎ Leadership and Amazon stakeholder edits/changes

Overview

Code & Theory won the AOR for the Amazon Ads rebrand. With the win the agency expanded the team in preparation for a massive rebranding and takeover effort that would span across major platforms, media buys and global markets. As one of 2 Associate Directors, I was in charge of managing a team of 2 production designers as well as helping document and build out the newest brand guidelines.

Where to start?

If you have ever worked in Marketing, you know that time is not always in abundance. It was important that we ‘made the pane while flying’ for the new AOR win. The brand guidelines were extremely iterative in a crunched timeline all while building an internal team to support the influx.

Building the brand

Colors and elevation

Amazon Ads rebrand wanted a modern and color look. Establishing colors and typography colors went through dozens of iterations and combinations. We reached a core set of foundational colors that could be used in any type of asset. Colors needed to be scaled and across print, video and web.

Leaning into geometric elevated shapes, establishing drop shadow guidelines and instructions was crucial to keeping asset consistent across multiple

AmazonAds color and elevation styles — *Color palette and elevation styles*

Scaling the brand to production teams

With multiple teams across the globe building assets around the clock, as soon as the brand was in more stable position, I built the very first brand guidelines Figma library. This contained all the important usage instructions on what was in the library and how to use it.

Amazon Ads Figma library instruction deck

Applying the brand to assets

Colors, elevations and signature shapes were tested on multiple graphics such as data visualization, print, photography, motion and web/mobile.

Application use cases — *Brand application across different media*

Amazon Ads global brand book

We built the official Amazon Ads brand guidelines which ended up being localized into 7 languages and shared across the globe. This enabled for Amazon to run multiple campaigns with design continuity across the world.

The Big reveal

Amazon Ads launched its global campaign debuting the new brand.