Creative fuel for a new Prime benefit

Amazon launched a new Prime member benefit offering discounts at the gas pump. The project goal was to create a strong visual and conceptual foundation that could guide future creative work while aligning with the Prime brand. The outcome was a focused style guide and visual direction that set the tone for all future messaging around this benefit — both digital and physical.

The challenge

Unlike most Prime benefits that live in the digital space (like streaming or free delivery), Prime Fuel introduced a physical-world perk: saving money at the gas station. Visually and conceptually, this required a fresh approach — something distinct enough to stand out, but still recognizably “Prime.”

The creative needed to:

Feel aligned with the broader Prime visual identity
Stand apart with a unique voice for this benefit
Avoid mimicking competitors already in the fuel discount space
Work within strict brand constraints and existing design systems

There was also no single execution being delivered — rather, the goal was to build a flexible system that other teams could pick up and expand on as needed.

The solve

The team explored a wide range of visual treatments — from layout systems to typography, color emphasis, and photographic direction — all rooted in Prime’s brand standards.

Several creative approaches were proposed and tested, including:

Custom layout explorations using Prime’s established fonts and color palette
Multiple photographic directions to represent fuel and driving without clichés
AI-assisted imagery to explore abstract or symbolic representations of value and mobility
Iterative feedback loops with stakeholders to refine the visual tone and avoid competitor overlap

The final output was a “mini style guide”: a tight visual system for Prime Fuel that could serve as a base for creative teams across Amazon and partner agencies. It offered flexibility, clarity, and brand consistency while giving room for personalization depending on context — digital, print, or in-store.

The impact

The Prime Fuel style guide was successfully approved within just a few rounds of review and handed off to downstream teams for activation. While impact metrics weren’t shared, the visual foundation helped ensure consistency and efficiency as other teams produced display ads, social posts, marketing collateral, and in-store signage promoting the new benefit.

Internally, the work became a trusted reference point and was used to maintain brand integrity across channels — without requiring additional creative oversight. The project also strengthened the working relationship between the design team and the client stakeholders, who provided consistent, collaborative feedback throughout the process.