During my 2025 Summer Internship with the Prime Brand Studio, I extended the Prime brand to reach Gen Z through social, memorable, and shareable experiences that bring them closer to what they care about in their community. This project culminated in a pitch to a panel of Amazon Prime executives.
During my 2025 Summer Internship with the Prime Brand Studio, I extended the Prime brand to reach Gen Z through social, memorable, and shareable experiences that bring them closer to what they care about in their community. This project culminated in a pitch to a panel of Amazon Prime executives.
Skills
Creative Direction, Brand Strategy
Software
Figma, After Effects
Team
Mason Wang
Duration
Summer 2025 Internship
Role
Strategy, Motion
THE CHALLENGE
Prime struggles to connect with Gen Z on a generational and emotional level.
Prime struggles to connect with Gen Z on a generational and emotional level.
Prime struggles to
connect with Gen Z on a generational and emotional level.
5%
of Gen Z are Prime Young Adult members.
of Gen Z are Prime Young Adult members.
of Gen Z are Prime Young Adult members.
71%
of Gen Z aren't aware of the Prime Young Adult program and benefits.
of Gen Z aren't aware of the Prime Young Adult program and benefits.
of Gen Z aren't aware of the Prime Young Adult program and benefits.
WHAT'S MISSING?
Social
Design for engagement,
not just visibility.
Social
Design for engagement,
not just visibility.
Social media plays a huge part in nearly 8/10 Gen Z’s shopping experience.
Social media plays a huge part in nearly 8/10 Gen Z’s shopping experience.
Memorable
Connect with emotion, don’t just sell to Gen Z
Memorable
Connect with emotion,
don’t just sell to Gen Z
When shopping online, 74% are more likely to engage with brands that treat them as individuals, not just users
When shopping online, 74% are more likely to engage with brands that treat them as individuals, not just users
Shareable
Create shareable experiences that reminds and engages
Shareable
Create shareable experiences that reminds and engages
01 Prime Shares with You
01 Prime Shares with You
Prime shares how you’re currently using or underutilizing your benefits through immersive, fun, and shareable statistics.
Prime shares how you’re currently using or underutilizing your benefits through immersive, fun, and shareable statistics.
02 You Share Prime with Others
02 You Share Prime with Others
The fun and personalized "personas" lend themselves to be shared with others—sharing Prime, and through that, Prime benefits—whether it’s through word of mouth, texting, or posting them on your story.
The fun and personalized "personas" lend themselves to be shared with others—sharing Prime, and through that, Prime benefits—whether it’s through word of mouth, texting, or posting them on your story.
03 Create a Community Around Prime
03 Create a Community Around Prime
Full circle moment, Prime starts to become more of a community based on sharing the moments together in intimate spaces with friends/family.
Full circle moment, Prime starts to become more of a community based on sharing the moments together in intimate spaces with friends/family.
Beyond just moments, you’re also sharing your underutilized benefits and gifting it forward.
Beyond just moments, you’re also sharing your underutilized benefits and gifting it forward.
REFLECTION
Shaping design decisions within a global brand system
Shaping design decisions within a global brand system
Over 11 weeks, I had the incredible opportunity to work with Amazon’s XCM Design Team on a range of projects—from Prime Day campaigns to Amazon's own award identity for The Bar.
Over 11 weeks, I had the incredible opportunity to work with Amazon’s XCM Design Team on a range of projects—from Prime Day campaigns to Amazon's own award identity for The Bar.
As the team behind Amazon’s latest brand refresh, XCM challenged me to think critically about how design systems evolve at a global scale.
As the team behind Amazon’s latest brand refresh, XCM challenged me to think critically about how design systems evolve at a global scale.
Across seven different projects, I gained hands-on experience translating brand strategy into visual storytelling, learning how concept and strategy create a consistent brand story within a fast-paced environment.
Across seven different projects, I gained hands-on experience translating brand strategy into visual storytelling, learning how concept and strategy create a consistent brand story within a fast-paced environment.
SPECIAL THANKS