Amazon Leap
A new way to experience the world
↓
Amazon Leap
Role - Creative Director
Category - Video | Branding | Web | Strategy
Amazon Leap is an interactive live-streaming service that allows you to learn, shop, and discover new places around the world from your computer. For this project I led creative which included product and launch strategy, brand identity, package design, as well as development of the website and launch video.
Strategy
Before we began designing the brand, we grounded ourselves in a strong brand positioning. Because this is a new kind of experience for Amazon customers we needed internal and external facing language to help express “why” this new technology exists and “what” it does. The positioning became our northstar for what the brand should look like and sound like to make the most impact with our audience.
The What
With Amazon Leap, Amazon unlocks the next platform for democratized discovery: the ability to have deeper real-time access to remote locations without physically being there.
The Why
Amazon Leap’s goal is to empower 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, helping to unlock new discoveries, knowledge and empathy.
Brand Positioning
We are Enablers, forging uncharted experiences between people, places and technology.
Website
Our first Amazon Leap experience was focused on exploring Japan, with the goal of rolling out more experiences across the world in the coming year. The site was designed for customers to better understand how this technology works and sign up for upcoming experiences.
Branding
I led the development of the Amazon Leap visual identity. My goal was to educate customers about the technology, while inspiring them with magicical possibilities of virtual travel. I used graphic elements like travel iconography, colorful pathways, and UI elements as a way to illustrate the power of Amazon Leap.
Enhanced Content
I led a team of animators and 3D designers to build enhanced digital content across the Amazon Leap UX. As customers explore a location on their computer, they have opportunities to interact with their enviroment, these interactions can trigger a video or 3D experience to make those moments even more special. Discover a temple or artisan shop on your journey and use enhanced content to get a deeper story about that particular place.
Companion Box
I led the design of the companion box. This immerses customers senses in the smells, tastes and sensations of their experience, creating an extra layer of immersion beyond sight and sound. These boxes are mailed to customers before they start their experience and are filled with local items from their upcoming destination, for example tea, chocolate, incense, etc.
