Overview
In 2024, Amazon partnered with the ICC to bring cricket fans an unparalleled tournament experience. The campaign focused on engaging global audiences through innovative digital tools, dynamic creative content, and seamless platform integration. By showcasing every match on Prime Video, Amazon amplified the excitement of the tournament while emphasizing accessibility and convenience for fans worldwide. The challenge was that the creative lacked clear direction regarding where the games could be watched, primarily due to the placement of the logo and the positioning of the call to action by previous designers.

Strategy
Develop a consistent approach to elevate the tournament across multiple events and platforms. The innovative design tools to be developed would significantly boost viewership and engagement across all platforms. By revamping their creative templates, I enhanced brand consistency and recognizability across all touchpoints. This directed their audiences seamlessly to the platform where all games would be televised, reinforcing the identity both internally and externally, and ensuring that “It’s On Prime” presents it’s best self to the world.

Execution
I collaborated closely with their in-house designer to create multiple assets for senior leadership review and feedback. Using this input, I then expanded the designs into over 300 graphic assets across social, digital, broadcast, and out-of-home platforms. Focusing primarily on the CTA across all deliverables and ensuring that the date/team and platform were easy to read and digest.