Amazon was in need of a brand to embody a new internal health and wellness initiative - Working Well. The overall goal was to create an identity that would introduce the new program to Amazonians, generate a company-wide buzz, and encourage participation.

 

The challenge was to give the logo a fun and friendly (aka "Amazonian") feel and to showcase "wellness" without giving off a clinical/medical vibe. To add to the equation, the logo also had to reside comfortably under the Amazon brand umbrella. After the first few iterations, the iconic "stretcher" figure became a staff favorite. Paired with the letter "W" (representing wellness and work) and a cohesive Amazon Ember logotype - the final result immediately conveyed the overall intention - with an affable and accessible tone.

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Once the logo was approved, additional supporting collateral was needed for the upcoming roll-out. We wanted to give this team a solid foundation with a comprehensive kit of parts. In conjunction with the video and animation team, a complete toolkit was built from the ground up - including a brand guide, related iconography/spot illustrations, internal posters, a colorful photo bank, video demos, a PowerPoint template for upcoming presentations, and a small collection of useful graphic elements. 

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RESULT: This internal Amazon initiative was launched and implemented across multiple departments and internal channels to widespread acclaim and appreciation.