BUILDING A BRANDED HOUSE

THE CHALLENGE

One Medical is an inclusive primary care brand which was acquired by Amazon and integrated into Amazon Health as a sub-brand.

Amazon Health already had two healthcare sub-brands, Amazon Pharmacy and Amazon Clinic (telehealth), but they were inconsistent, unmemorable, and lacked credibility.

Dilute brands with no equity are bad for business. To meet a massive and immediate set of changes to business, market, and stakeholder goals, we needed a new Brand Architecture, Strategy, and Sub-brand Expressions.

WE STARTED WITH THree (REALLY) UNRELATED BRANDS

Brand 1: One Medical

Offering: Relational primary care. 

Tone: Human-centered, inclusive, empowering.

Brand 2: Amazon Clinic

Offering: Telehealth for common conditions.  

Tone: Transactional, easy.

Brand 3: Amazon Pharmacy

Offering: Medications delivered.

Tone: Relatable, respectful, actionable.

The solution:
A BRANDED HOUSE

As Group Creative Director, I lead work on a “Branded House” expression for each Amazon Health’s sub-brands.

We began an extensive Brand Architecture & Brand Strategy phase that included collecting legacy strategic and creative materials from each sub-brand. Those materials were audited for historical efficacy and future state.

We aggregated feedback from key stakeholders and created a rebranding plan that introduced Amazon to the Healthcare category at a mass-media scale — a category which Amazon doesn’t have equity.

The Brand Architecture and Strategy were translated and expanded into cohesive but distinct Brand Expressions for each sub-brand in the Branded House: Amazon One Medical, Amazon Pharmacy, and Amazon Clinic.

Brand Guidelines were created in two formats: A digital, interactive portal and a print version. These guidelines ensure that employees, consumers, vendors, and media partners are presented with clear and consistent brands and — very importantly! — allow Amazon to accrue credibility, equity, and market value to in the Healthcare category.

BRAND ARCHITECTURE & STRATEGY

Sample pages from the 200+ page document.

Brand Architecture | Amazon

Brand Strategy | Position & Pillars, Amazon Health (House)

Brand Strategy | Customer mindset, Amazon Health (House)

Brand Strategy | Brand Personality, Amazon Health (House)

BRAND Expression

Sample pages from the 200+ page document.

Brand Expression | Typography (House)

Brand Expression | Voice & Tone, One Medical Sub-Brand

Brand Expression | Color, House & Sub-Brand

Brand Expression | Color, Sub-Brand

Primary Logo

Secondary Logo

Detached Logo

Logo guidelines

Brand SYSTEM IN USE

LAUNCH CAMPAIGN

Photography by Markus Mueller for Amazon.

If you’d like to see the 200+ page document, let me know! I’m happy to walk you through it.

THE TEAM

Group Creative Director: Jessica Lacombe

Strategy Director: Julia Gates

Associate Creative Director: Nathan Kuntz 

Design Director, Pharmacy: Lauren Kim

Designers: Jenn Flores, Koto, Ryin Kobza 

Senior Creative Producer: Graciela Villarreal

Strategic Partners: Sylvain, Jonathan Cohen