While Prime is not an “illustration” brand, the use of illustration is now used heavily in the online experience. There was a need for visuals that could be adapted quickly for specific copy, and could go a little beyond what would be possible with photography. I worked with Made by Radio in London to create a base illustration system to build on.
Over time, I have worked with our in-house illustrator to deepen the library and refine the style to something ownable for Prime. Illustrations are often the first Prime visuals people see when Prime launches in a new country as it is easily localized. In addition to new countries, it often accompanies new Prime benefits and out of home experiences in Amazon Book Stores.
The Prime illustrated world is based on a grid system. This ensures consistent scaling of humans, animals and environments across experiences. In addition, all characters are built with articulation for easy animation.