Prime video
SONIC BRAND
For the first time Prime Video has its own sound and it's called "The Ripple".
The new Prime Video brand refresh highlights the incredible array of entertainment on the streaming service and positions it as an immersive home for fandoms of all types. Using familiar brand elements in fun and surprising ways, the identity has a built-in flexibility that can be modulated for a wide range of content.
To build excitement and awareness about the sheer depth of variety on Prime Video, Amazon developed a brand strategy that envisions the platform as a “rabbit hole” of entertainment where viewers can get lost in millions of content choices.
OuR Goal
Our goal is for people to subconsciously recall Prime Video when they hear the sound and over time we believe it’ll become as recognisable as the Amazon smile.
It invites everyone into the story and lets the audience know it’s showtime.
Where will I hear the Ripple?
The new sound will be used across a wide range of customer touch points with the aim to will aid in recall, attribution and brand perception. Flexing depending on where the Ripple is featured.
USAGE
End of an epic trailer or broadcast spot
Brand campaign with voiceover
Personality
The unique sound represents the Prime Video personality.
Rich, vibrant, deep, moving and celebratory. A Flourish of entertainment.
It’s a sonic gesture that has a distinct arrangement featuring marimba, synthesizers, piano and sound design. A balance of organic and electronic; human and cinematic.
Credits
Sonic Brand Development, Creative and Strategy: Zelig Sound
Client: Amazon Prime Video
Global Brand Creative Marketing Lead: Will Cope
Sr. Creative Marketing Manager: Ben Vadnal
PV Producer: Franklin Zitter
PV Program Manager: Madeline Wheelock
Lead AV Producer: Brianna Conrad
Visual Production, Design: Future Deluxe
Branding: Pentagram