Dimple

The "Dimple," a distinctive element derived from the Amazon Smile logo, plays a crucial role in Prime Video's marketing campaigns. However, its effectiveness was hindered by inconsistent global guidelines and creative restrictions. This project aimed to revitalise the "Dimple" by developing a refined design system that empowers creatives while maintaining brand consistency.

I collaborated closely with fellow designers and stakeholders to explore and refine the "Dimple" design system, ensuring brand consistency and creative flexibility.  Whilst leading the development of comprehensive guidelines and templates, showcasing their appropriate usage in a global playbook to ensure consistent application across all marketing materials.