Amazon allows people to use their FSA or HSA on everyday shopping needs, but not a lot of people are aware of it. Given the large market potential, with an estimated $2.3 Billion revenue opportunity, the internal FSA team wanted to establish a widely recognized brand image, and scale up their advertising with a consistent look and feel.
Idea
I evaluated the FSA storefront, as well as other Amazon services and events like Prime Day, Fresh, and Music for a benchmark analysis of internal design systems. Then directed the style, pattern, and copy scheme to be a scalable template accompanied with specs for both the onsite and offsite sponsored FSA media.
Results
New business & revenue source
Potential Amazon revenue $38M
The Team
Creative Direction: Myself
Designer: Myself
Sales: Eric Bouris
Retail: Alli Kahn
Examples of old ad styling
Possible placement positions with the FSA Storefront
Test partner and design research
New unified design system and specifications for entire share-of-voice onsite FSA Storefront campaigns
Example of specifications for development and scaling the FSA program
Final design system background for establishing user recognition of offsite advertising. Designed to stand-out from the rest of the website
Example of new design system, copy guidelines, and lockup I created for offsite placements