CLIENT STORY
Amazon Business: Reshape Buying
Amazon Business generated billions in sales annually but lacked adoption among its target buyer — innovative business leaders responsible for making corporate purchasing decisions.
Situation
Even with Amazon’s solid global reputation for selection, cost savings, and convenience in the business sector, their solution was widely unknown. Amazon Business’ services needed a way to show the advantage of its one-stop supply platform.
Brand Problem
Develop a comprehensive global brand strategy and expression that would visually and verbally disrupt the procurement landscape and appeal to innovative business leaders determined to move their organization forward.
Approach
Outcome
Speaking in the voice of a teammate, the new Amazon Business brand encouraged innovative leaders to “Reshape Buying.”
A robust global playbook and graphics toolkit visually and verbally indicated a business moving forward in all marketing communications, enhancing the benefit of its one-stop platform and nearly tripling annual sales from $10 to $25 Billion in just one year.
Leading the Prophet-Springbox creative team, I worked directly with the brand strategy team and client in all stages of global research, planning, marketing, and website development, creative production through the campaign launch.
The Amazon Business Brand Kit
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Global Research
Audience Segmentation
Brand Positioning, Idea, Purpose
Brand Narrative, Messaging & Tagline
Brand Voice & Tone
Verbal Expression Toolkit
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Brand Exploration
Unique Brand Identifier - Motion Lines
Logo Lock-up
Typography
Color System
Portrait Photography
Iconography Library
Custom Illustrations
Brand Style Guide
Visual Toolkit
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Site Navigation
Content Strategy & Wayfinding
Homepage & Landing Pages
Visual Component Guide
Design & Copywriting
Asset Production
Launched in early 2020, the lead gen website for Amazon Business drove awareness and demand for change agents seeking to move their businesses forward. At the peak of COVID, buying for the new realities of work-from-home propelled the Amazon Business app to an impressive 341% growth and distinction as Okta, Inc.'s fastest-growing 2020 business app.
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Core Pitch Deck & Master Template
Verticalized Customer Success Kit including:
Sales Sheet Templates
Blogs
Intel Customer Story Testimonial Video
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Media Planning & Brief
Social
Display Banners
LinkedIn & Spotify Ads
Campaign Playbook
“Their team was constantly looking for what was unique in our brand, not settling for design trends of the day, but rather true creative solutions that would enhance the Amazon Business mission. Their team understands the value of collaboration. It was more of a partnership than a typical client/agency relationship. Their genuine interest and thoughtful comments made our brainstorming and creative conversations throughout the process something I truly looked forward to. It was a joy working together.”
Matthew Bates,
Creative Lead Brand & Content, Amazon Business
