rxpass from amazon pharmacy
project /
launched in early 2023, rxpass is a new subscription from Amazon Pharmacy, just for Prime members. For only $5 a month, Prime members can get all of their eligible medications for one low, predictable price. and, it includes most common generic medications for high blood pressure, diabetes, anxiety. all delivered in 2 days or less. Yes, it’s really that easy.
design /
creating RxPass and it took a lot of minds, meetings, and cross-team collaboration. Our team was hands-on from the initial naming and brand architecture—which was tricky, given RxPass is both an Amazon Pharmacy offering, but heavily involves Prime. Our overarching goal was to develop creative that leans into both brands to earn trust with the recognizability of Prime, and drive intrigue with the specialty and newness of Amazon Pharmacy.
early on, i built messaging systems and copy direction that used more Prime-centric voice and language styles—We lead with the benefit, and end with a wink. This doesn’t come at the expense of providing clarity for the subscription, nor venture too far into the witty or self aware—because we’re still Amazon Pharmacy. And we want to lean hard on that sweet, sweet $5 a month.
our tiny team crafted guidelines, designed new illustrations and chose a brand palette, we built a landing page and a lot of emails. Our marketing and PR launch campaign contained just about every asset possible, and led to positive press and customer reception, and in the first week of launch, 1.7M landing page views and 17K active subscribers. That is, in RxPass lingo, more than a latte.
created at amazon pharmacy
creative direction: jess blank
naming+copywriting: danica rog
motion+visual design: jonathan tipton-king