Amazon Leap
Brand Strategy / Branding / Creative Direction / Video / Design
Amazon Leap unlocked the ability to live-stream into locations throughout the world to shop, learn and discover new cultures, with the help of knowledgeable local guides. Launched right at the beginning of the pandemic, the service grew to offering thousands of experiences throughout the world, opening up a new form of travel and remote presence at just the right time.
We helped this internal team build the brand from the ground-up, from the brand strategy, to the launch video, to the website and advertising campaign.
The Strategy
As a new experience for Amazon customers, it was important to build a strong brand positioning with internal and external language that clearly communicates what the product is and why it exists. This positioning became our Northstar for how we communicated the brand.
THE WHAT
With Amazon Leap, Amazon is unlocking the next platform for discovery: the ability to have deeper real-time access to remote locations without physically being there.
THE WHY
Amazon Leap’s goal is to enable people to experience the world from anywhere in the world. We’re creating a richer sense of remote presence, enabling connections between people and places, and helping to unlock new discoveries, knowledge, and empathy.
BRAND POSITIONING
We are Enablers, forging uncharted experiences between people, places and technology.
Branding
It was important for the brand identity to inspire virtual travel while also educating consumers on this new experience.
Using graphic elements inspired by travel iconography, colorful pathways, and UI elements, we created a brand identity that illustrated the power of Amazon Leap.
Landing Page
With the flagship experience being in Tokyo, Japan, we created a landing page that educated consumers on the various aspects of this new service while building excitement for the many experiences that were to come.
Companion Box
To immerse customers in the experience, we created a companion box where smells, tastes and sensations of their experience were brought to life, creating an extra layer of immersion beyond sight and sound.
These boxes were filled with local items that would be experienced at specific points in the journey. (ie. lighting incense when visiting Sensoji Temple)
