In rural areas, everyone knows Amazon. Far fewer people know there are three different ways to deliver for it.

You can drive for a Delivery Service Partner, pick up blocks with Amazon Flex, or turn your shop into a Hub Delivery partner. Each program ran its own recruiting, and all three were reaching the same people. The result was confusing ads and wasted impressions.

In late 2024, I art directed a pilot: one joint campaign to help people find the program that fits, starting with display ads.

Step back from the brands

Each program had its own logo, colors, and look. But most of the people we were trying to reach didn't know any of them yet. So I led with the one brand everyone recognized, the Amazon logo, and kept every concept brand-neutral: no uniforms, no vans, nothing that belonged to one program. The ad's job was to sell the choice, not a program.

Round one: Choose your own venture, 3 ways to deliver, and Pick your path.

Write for the neighbor

The insight that stuck came from the audience itself: in rural and super rural places, you know your neighbors. Two concepts moved forward. Earn in your area used an illustrated doorstep scene to make delivery feel local and friendly. Deliver smiles kept it simple and on brand, with packages held up against Prime Blue: choose a program, deliver, earn.

Round two: Earn in your area and Deliver smiles.

Leave things out

Sometimes the most useful design decision is what to leave out. Three logos would have been accurate, but one clear choice was more helpful.

Art direction by me, with an associate creative director, copywriter, and project manager at Creative Garage.

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