After gathering data with the user research and CX team on our customers I developed the global Prime Now brand guidelines across all aspects of the brand. From our brand position, traits, photography, working with copywriters on tone of voice guidance, packaging to accessible colour testing it was an insightful journey.
The pages you see below are just a snap shot of what the pdf contains. The online wiki was even further in depth with technical guidance on how to create and keep marketing assets on brand and consistent for internal as well as external teams. The fundmentals were taken from this to create a separate vendor/merchant guidelines which included strict rules on co-branding and also set the path to our internal design automation tool.