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Amazon Advertising, a global e-commerce giant, sought to revamp its brand materials and content for a cohesive and modern representation across their sales funnel. The objective was to align the brand with their contemporary online presence and provide a guide for visual consistency each time a new storefront was opened on the marketplace. Additionally, Amazon knew their internal teams needed a consistent and compelling presentation that would guide how the Amazon Advertising brand should look and feel across marketing touchpoints.
Overskies delved into understanding Amazon's current brand perception and identified the need for a comprehensive facelift. After an extensive brand audit of current materials, as well as discovery sessions with key executives, we uncovered that the current branding was not only outdated in look and feel, but also that the current guidelines were too broad and were quite difficult to understand. This led to interpretations by the sales teams that resulted in an inconsistent look and messaging across various collateral and presentation materials.
Overskies devised a strategy to overhaul Amazon Advertising’s brand, encompassing a new, modern and pared down color palette, approachable and clear tone of voice, more engaging photography & iconography, and finally, the biggest change, a new logo specifically tailored for their advertising arm. The goal was not only to refresh the brand visually but also to establish a consistent and compelling narrative that resonated with Amazon's modern online identity.
Overskies developed a comprehensive set of Brand Guidelines that clearly outlined all of the new changes made to the brand. Beyond that, they also illustrated clear guidelines for usage, ensuring the brand consistency Amazon was desiring. The guidelines highlighted key brand elements and their usage do’s and don’ts across color palette, typography, iconography, logo, video, and event branding. The color palette was updated to reflect contemporary aesthetics, pared down and broken into a primary and complementary secondary palette. This fresh, modern, and distinctive color palette was bookended by Amazon’s Orange heritage color, a neutral Amazon Advertising Gray, and their legacy Amazon Advertising Blue. Consistency in the usage of these colors gave the brand strength in both tone and appearance.
A new tone of voice, which was approachable and clear, was established to convey Amazon's messaging with clarity and consistency. Photography and iconography underwent a refresh to align with the desired brand image. Lastly, a streamlined logo was crafted, unifying diverse Amazon Marketing business units, such as Amazon Web Services and Amazon Marketing Services, into a cohesive brand entity known as Amazon Advertising.
As a deliverable, Overskies provided Amazon with clear brand guidelines, presentation templates, as well as advertising creative, empowering their internal teams to leverage the new branding for outward sales activities.
Each year the guidelines reach tens-of-thousands of Amazon employees, vendors, sales teams, and customers. Global training sessions were conducted to guarantee the successful adoption of the brand guidelines. Overskies took the lead in updating and redesigning more than 500 marketing and sales materials to align with the new brand standards, establishing a visually consistent representation across all channels. The unified brand look empowered Amazon's internal teams, ensuring they were equipped with the most up-to-date and effective selling materials, as well as providing distinct brand guidelines to advertisers who are building out their storefronts.
These materials are used on-going and have onboarded thousands of businesses onto the Amazon Advertising platform.
By partnering with Overskies, Amazon not only revitalized its brand but also established a robust foundation for maintaining visual consistency across its sales funnel.
Mark O’Marketing
VP Sales & Marketing, Xappp
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(201) 587-1400
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