American Multi-Cinema
Overview:
American Multi-Cinema, colloquially referred to as AMC, is the largest movie exhibition company in North America and Europe. I was asked to conduct a hypothetical rebrand of this corporation, which involved the creation of a new identity system, the development of numerous product lines, and the establishment of an exciting event partnership.
Deliverables:
Brand Identity + Strategy, Copywriting, Event Programming, Motion Design, Packaging Design, Print Design, Publication Design, Spatial Design, UX / UI Design
Brand Identity | Longform Logotype + Monogram
As I embarked upon the process of revamping AMC’s identity system, my goal was to cultivate a versatile, modern, and sophisticated brand presence. The first step of this endeavor was to create multiple new logotypes; namely, a short-form monogram and long-form word mark. As demonstrated above, these fundamental ingredients reflect my inclination to create an identity system that treats typography as a dynamic and graphic focal point of the brand.
Brand Identity | Stationery, Merchandise, Concessions Packaging
The vibrant color palette, bold typography, and classic movie quotations are stylistic elements that breathe personality into the stationery suite, packaging designs and merchandise shown above. The popcorn packaging, in particular, provided me with the fun opportunity to incorporate my own witty remarks into the brand’s copywriting strategy. In tandem, these characteristics generate a voice that is confident, timeless, and light-hearted in tone.
Spatial Design | Exterior Theater Entrance, Interior Lobby
Those who visit AMC’s movie theaters in person will catch a glimpse of the rebrand in the form of exterior signage, wayfinding and interior décor.
UX / UI Design | Website, App, and Streaming Platform
The lively brand identity system is also featured in the form of numerous digital touch points shown above. The development of a streaming platform is a brand strategy decision that not only showcases the development of a new product line, but is also designed to help AMC position itself ahead of other movie exhibition companies. Here, we observe that the brand is not only accessible within the confines of a movie theater, but also on-the-go, at the fingertips of the consumer.
Event Programming | Print Campaign, App + Spatial Design
To formally commemorate the unveiling of the new identity system, I chose to stage a hypothetical event at the Grove, a popular outdoor mall located in central Los Angeles. This experience features the establishment of a partnership between AMC and the Los Angeles International Film Festival, and is designed to foster a sense of local pride for movie-lovers in the entertainment capital of the world. This component of the project enabled me to envision the ways in which a global company can work symbiotically with local entities.
“Brand Bible” / Style Guide | Interior Spreads
The final deliverable of this project was to create a “brand bible,” which provides an anecdotal account of the past, present, and future of AMC. Within the span of 100 pages, I narrate the iconic history of the brand, provide a concise, yet thorough analysis of its positioning, and delineate stylistic elements that have contributed to its evolution. Creating this publication allowed me to practice the art of storytelling and sequential narrative, which led me to discover that engaging in editorial design brings me profound joy.