Amazon Fashion
Amazon Fashion
Amazon Fashion
Amazon Fashion
Amazon Fashion
The Most Customer-
Centric Company
The Most Customer-
Centric Company
The Most Customer-
Centric Company
The Most Customer-
Centric Company
The Most Customer-
Centric Company
Amazon Fashion (AF) is a sub-brand of Amazon that hopes to be the shopping destination for every person, everywhere. However, they lacked a real and formalized visual identity. It also needed a stronger brand awareness as the new kids on the block. They wanted their users to get to know them, but customers had a hard time locating AF on Amazon.com. This was due to the design of Amazon's platform, it lacked an ease of search and those who knew what it was didn’t feel that it was “cool”. After much research we began to understand that fashion is largely an emotional experience, full of feeling, and strong aesthetics. However, Amazon is mechanical in nature with 50 million search results for “tube socks”. Instead of using emotion it functions on algorithms, speed and convenience. It’s meant to serve everyone, everywhere. So how do we find the strength in that? We lean in! The Amazon way is to lean into their own identity; so we did just that. We began with revisualizing the brand. Instead of becoming THE fashion authority, our aim was to be helpful, valuable and approachable for all. The place you trust to do all of your shopping as the most “customer-centric company on earth”. They typography ladders up to the greater organization using Amazon's font, “Ember”. The photography is friendly as well as light, and the environments are everywhere because their buyers live everywhere! The models reflect the customers as well, diverse above all.
Amazon Fashion (AF) is a sub-brand of Amazon that hopes to be the shopping destination for every person, everywhere. However, they lacked a real and formalized visual identity. It also needed a stronger brand awareness as the new kids on the block. They wanted their users to get to know them, but customers had a hard time locating AF on Amazon.com. This was due to the design of Amazon's platform, it lacked an ease of search and those who knew what it was didn’t feel that it was “cool”. After much research we began to understand that fashion is largely an emotional experience, full of feeling, and strong aesthetics. However, Amazon is mechanical in nature with 50 million search results for “tube socks”. Instead of using emotion it functions on algorithms, speed and convenience. It’s meant to serve everyone, everywhere. So how do we find the strength in that? We lean in! The Amazon way is to lean into their own identity; so we did just that. We began with revisualizing the brand. Instead of becoming THE fashion authority, our aim was to be helpful, valuable and approachable for all. The place you trust to do all of your shopping as the most “customer-centric company on earth”. They typography ladders up to the greater organization using Amazon's font, “Ember”. The photography is friendly as well as light, and the environments are everywhere because their buyers live everywhere! The models reflect the customers as well, diverse above all.
Amazon Fashion (AF) is a sub-brand of Amazon that hopes to be the shopping destination for every person, everywhere. However, they lacked a real and formalized visual identity. It also needed a stronger brand awareness as the new kids on the block. They wanted their users to get to know them, but customers had a hard time locating AF on Amazon.com. This was due to the design of Amazon's platform, it lacked an ease of search and those who knew what it was didn’t feel that it was “cool”. After much research we began to understand that fashion is largely an emotional experience, full of feeling, and strong aesthetics. However, Amazon is mechanical in nature with 50 million search results for “tube socks”.
Instead of using emotion it functions on algorithms, speed and convenience. It’s meant to serve everyone, everywhere. So how do we find the strength in that? We lean in! The Amazon way is to lean into their own identity; so we did just that. We began with revisualizing the brand. Instead of becoming THE fashion authority, our aim was to be helpful, valuable and approachable for all. The place you trust to do all of your shopping as the most “customer-centric company on earth”. They typography ladders up to the greater organization using Amazon's font, “Ember”. The photography is friendly as well as light, and the environments are everywhere because their buyers live everywhere! The models reflect the customers as well, diverse above all.
Amazon Fashion (AF) is a sub-brand of Amazon that hopes to be the shopping destination for every person, everywhere. However, they lacked a real and formalized visual identity. It also needed a stronger brand awareness as the new kids on the block. They wanted their users to get to know them, but customers had a hard time locating AF on Amazon.com. This was due to the design of Amazon's platform, it lacked an ease of search and those who knew what it was didn’t feel that it was “cool”. After much research we began to understand that fashion is largely an emotional experience, full of feeling, and strong aesthetics. However, Amazon is mechanical in nature with 50 million search results for “tube socks”. Instead of using emotion it functions on algorithms, speed and convenience. It’s meant to serve everyone, everywhere. So how do we find the strength in that? We lean in! The Amazon way is to lean into their own identity; so we did just that. We began with revisualizing the brand. Instead of becoming THE fashion authority, our aim was to be helpful, valuable and approachable for all. The place you trust to do all of your shopping as the most “customer-centric company on earth”. They typography ladders up to the greater organization using Amazon's font, “Ember”. The photography is friendly as well as light, and the environments are everywhere because their buyers live everywhere! The models reflect the customers as well, diverse above all.
Amazon Fashion (AF) is a sub-brand of Amazon that hopes to be the shopping destination for every person, everywhere. However, they lacked a real and formalized visual identity. It also needed a stronger brand awareness as the new kids on the block. They wanted their users to get to know them, but customers had a hard time locating AF on Amazon.com. This was due to the design of Amazon's platform, it lacked an ease of search and those who knew what it was didn’t feel that it was “cool”. After much research we began to understand that fashion is largely an emotional experience, full of feeling, and strong aesthetics. However, Amazon is mechanical in nature with 50 million search results for “tube socks”.
Instead of using emotion it functions on algorithms, speed and convenience. It’s meant to serve everyone, everywhere. So how do we find the strength in that? We lean in! The Amazon way is to lean into their own identity; so we did just that. We began with revisualizing the brand. Instead of becoming THE fashion authority, our aim was to be helpful, valuable and approachable for all. The place you trust to do all of your shopping as the most “customer-centric company on earth”. They typography ladders up to the greater organization using Amazon's font, “Ember”. The photography is friendly as well as light, and the environments are everywhere because their buyers live everywhere! The models reflect the customers as well, diverse above all.
1.33M
1.33M
HITS
HITS
107%.
107%
IMPRESSIONS
IMPRESSIONS
1.46M
1.46M
CTR
CTR
©Copyright 2020 Provoke Branding. All rights reserved.
©Copyright 2019 Provoke Branding. All rights reserved. Legal and Privacy.
©Copyright 2019 Provoke Branding. All rights reserved. Legal and Privacy.
©Copyright 2019 Provoke Branding. All rights reserved.
©Copyright 2019 Provoke Branding. All rights reserved.