THE IDEA

Amazon wants to remind their customers that there's more to life than just receiving. And what better way to do that than to provide their members with an opportunity to give? 

Introducing Amazon Give – an experience that celebrates everyday heroes. Each month is dedicated to a new group of heroes that Prime members have the opportunity to support with items specifically chosen for them.  

HOW IT WORKS

1)  Amazon chooses Prime members at random

2)  Prime member chooses from an assortment of gifts (payed for by Amazon)

3)  Gift is sent to someone who falls under the monthly Amazon Give category

Primary Color Palette

Because Amazon Give is a celebration, a fun, energetic color palette was chosen.

Each month's design will include the primary color palette, but an additional color will be exchanged monthly to further distinguish between hero groups. 

Logos

Because each month is celebrating a new hero group, the logo changes accordingly. The item inside the hand reflects that group and is carried throughout that month's design. 

The design style has a camouflage similitude because it is inspired by the idea of "undercover giving." Elements relating to the undercover hero group are hidden within the patterns.