Amazon Prime Student: Buiding the Brand

As head of creative and brand marketing for Amazon’s Prime Student, I took on the challenge of transforming a fragmented brand with unclear positioning and low engagement into a compelling, unified story. Despite offering 20 distinct benefits tailored to students, Prime Student lacked a cohesive narrative to connect with its audience. My mission was to develop a brand and creative strategy that would resonate with students, amplify engagement, and clearly communicate the value Prime Student brings to college life.

I started by immersing myself in the brand’s ecosystem, collaborating with stakeholders across development, product, and leadership. Through a deep audit of positioning, audience insights, and messaging, I built a comprehensive brand framework with an aspirational narrative: “Amazon Prime Student is here to help you get there, wherever there is.” I distilled this idea to the memorable tagline, “Because Student Life,” and led the launch of Prime Student’s first international integrated campaign. Alongside creating a brand book and messaging matrix, these efforts established a durable brand strategy that continues to drive engagement and impact.