Creating ONE unified identity for WPP’s dedicated global team for Amazon.
Client
With WPP for 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.
