Amazon Business

 Reshaping B2B procurement

In 2020, Amazon dominated the B2B space and had become indispensable to consumers’ way of life. Despite growing into a $10B brand in just 4 years, Amazon Business only had .2% awareness within the B2B procurement space. Our goal was to conduct deep competitor and consumer research to rebrand Amazon Business.

Starting with qualitative and quantitative brand research, we uncovered a new way to reposition the business: Amazon Business needed to attract a new audience, those who saw themselves as change agents within their organizations. From there, we developed a robust verbal brand that centered around the idea of: Moving pioneering leaders forward. The visual expression showcased pioneering leaders backed by motion lines–a unique brand identifier–conveying constant forward momentum and progress. Affixed to millions of various products, motion lines created instant intrigue, energy and brand recognition.

The new repositioned brand launched in 7 global markets and consisted of: mass media campaign, website strategy and design, sales enablement tools and hundreds of market-ready assets.

Partners: amazon business
contribution to project: Brand development/DESIGN/strategy/director:custom photoshoot