Creating ONE unified identity for wpp’s dedicated global team for Amazon.
Client
WPP & Amazon
The Challenge
OpenDoor brings multiple WPP agencies together as one integrated team for Amazon. The challenge was to create a single, distinctive brand identity that feels consistent everywhere, while still allowing different agencies and Amazon “worlds” to show up within it. The brand needed a strong story, a clear visual system, and practical rules that make collaboration easy.
The Idea
Build a brand around the idea of an “open door”: a symbol of always-open collaboration between Amazon and WPP
The Solution
- Created the story and manifesto foundation: inspired by the door Jeff Bezos used as his first desk, we positioned OpenDoor as a symbol of ingenuity and of an always-open exchange of ideas.
- Designed a bold, ownable logo system: the OD icon works like a solid “door/portal” shape/
- Defined a complete set of brand elements: typography, colour, logo, layout style, and a clear photography approach/
- Solved the “collective” challenge with collab lockups: we created OpenDoor versions that subtly integrate agency partners (e.g., OpenDoor ft. VML / Burson / GroupM / Hogarth), so the ecosystem is visible without fragmenting the brand.
