When Amazon expanded Prime Student into Prime Young Adults, the challenge was to reimagine the program for all customers under 25 and make Prime feel more culturally relevant and engaging. As lead designer, I shaped the new brand expression—developing its voice, visual identity, and comprehensive design guidelines. I created end-to-end experiences across homepage, WLP, Inspire, checkout, outbound, and social, ensuring the new identity felt entertainment-forward and connected to Gen Z lifestyles.
The result was a refreshed program that clarified Prime’s value for young adults, improved adoption across digital and outbound channels, and established a scalable design system for future iterations.