Challenge:
Prime Video needed a consistent and compelling visual identity for its cricket coverage in Australia. With major events like the Men’s Championship Trophy and the World Test Final on the calendar, the aim was to build a recognisable brand presence across all touchpoints, from on-platform to digital and social. The challenge was to create an identity that felt premium, sport-savvy, and instantly tied back to Prime Video, all while being flexible enough to work across different formats and events.
We were also tasked with developing a bespoke lockup that merged the Prime Video branding with the official ICC tournament logos.
Solution:
We developed a unified design system built around Amazon’s brand assets, incorporating their Off-White and Dark Squid Ink colourways, along with vibrant action photography and bold layouts. The "It’s on Prime" wordmark was placed front and centre to anchor the brand visually and establish a clear content hierarchy. Our system was templated for ease of use across internal teams and crafted to break down seamlessly into three separate event identities while maintaining consistency.
As part of the identity system, we also created a custom logo lockup that fused the ICC event mark with the “It’s on Prime” wordmark, adaptable across multiple specs and colourways.
Outcome:
The result was a visually unified yet scalable identity applied across 100+ deliverables, covering all platforms and formats. From connected TV to media placements, the identity helped Prime Video own the moment in sports.
We also delivered a complete lockup system in full colour and mono variants, enabling seamless use across internal and external applications. Prime Video's cricket content now stands out - consistent, recognisable, and ready to play on the global stage.
