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AMP | Rethinking the spark
Project Overview
AMP's spark mark wasn't landing. It lived in the logo but didn't carry much recognition on its own, and the broader visual identity wasn't doing enough to support it. We were brought in to rethink how AMP could get more out of what they already had.
I explored ways to pull the spark out of the logo and use it as a flexible graphic element across different formats. From there I designed social media tiles, posters, and put together a full brand guidelines document covering usage principles, tone of voice, and application rules. The result was a system that gave AMP's team a clear, consistent framework to work with going forward.
