While short-term objectives such as customer acquisition and engagement serve as the immediate catalysts for marketing, companies will encounter limitations in these metrics without also establishing a strong brand identity along the way. To ensure enduring success, Prime Gaming needed to evolve into a memorable brand.
To do this, we explored 10 distinct concepts developed over 450 designs, ultimately culminating in our three recommendations for the next step in the journey for Prime Gaming as a brand.
Goals
Create a more distinctive and customer-centric evolution of the brand that elevates Prime Gaming in a consistent way across all channels
Empower internal and partner teams with clear guidelines and usable assets to help us better achieve the marketing plan objectives
Direction A: Laser Tag
For this concept, walk down the neon-lit city of Prime Gaming. We lead with a bright version of our PG purple and Prime’s trademark blue to make branded objects, game logos, and dev art pop in exciting and atmospheric ways.
Why does it work?
Gaming is electric and exciting
Prime Gaming is bold and multi-dimensional, it opens portals
Key visuals
Direction B: Mural
This path pays homage to the art of drawing. Whether that’s character sketches, street art, and even punk show posters. With video game culture and our purple at the core, we’ll create an illustration style that’s fun, easy to adapt to different channels and visuals, and distinct to Prime Gaming.
Why does it work?
Games are built with artistry and filled with art, let’s honor that
Our parent brand is very corporate, hand lettering gives us the personality our customers expect
Prime Gaming is more than the games we promote, let’s add a unique presentation to IP
Key visuals
Direction C: Breaking News
Imagine a cross between the New York Times and a train ticket in a Wes Anderson movie. This concept features bold type in varying patterns to hit users with clear messaging right at the start.
Why does it work?
Prime Gaming is simple and shows off IP clearly
Prime Gaming is Prime, let’s leverage that brand equity
Key visuals
We chose to transition the brand in this direction, strategically incorporating elements customer knew already from the Prime and Prime Video brands. In the new branding, customers would have two immediate and powerful realizations:
This is Amazon Prime
This is gaming
These powerful, instant associations have played a pivotal role in driving tangible success for the brand since its refresh.
Additional Explorations
