In 2015, Amazon celebrated its 20th anniversary by introducing Prime Day, a global shopping event exclusively for Amazon Prime members. Tasked with coming up with a launch campaign concept and title for this event, I developed a birthday party concept and brand identity system that addressed the creative brief. The Happy Prime Day concept honored Amazon Prime members by creating a birthday-like experience during the exclusive 24-hour sale. The brand design utilized complementary colors to Amazon’s gold and Prime’s blue palette, Prime tape-wrapped gifts, and exploding confetti, infusing the event with a festive and vibrant tone.
*The creative addition of box confetti cannons were provided by an external agency.