From Pitch
to Premiere
A relationship built from inspiring pitches to final production. AMC Theatres tasked my team with creating a fresh brand identity that spanned across web, mobile and wearable devices. In just a year, we managed to create from scratch the new identity and deploy the website and app.
Working with a cross-disciplinary team, I helped shape the visual direction, interaction patterns, and overall brand expression for the redesigned AMC website and app. Over the course of a year, we built the identity system from the ground up and brought it to life across digital platforms, setting the foundation for AMC’s next evolution.
Client
AMC Theatres
Role
Art director
Visual designer
Scope + Deliverables
Experience strategy
Visual design
Brand & key art
Motion prototypes
Year
2015-2018
Make some noise
As AMC prepared to launch PRIME, their first premium, multi-sensory cinema format powered by Dolby Vision and Dolby Atmos, our team was asked to extend the brand work beyond digital. My role grew into defining the visual identity for PRIME, from key art and brand language to in-theatre applications.
My team and I directed the creation of the PRIME brand system, collaborated with strategists to shape its marketing playbook, and led creative direction for the pre-show video experience. Working closely with AMC’s production partners, we developed a suite of cinematic pre-rolls designed to introduce moviegoers to the elevated PRIME experience.
The rollout became a cornerstone of AMC’s premium offering, and the identity system continues to expand across theatres worldwide.
