AMC+ Brand Launch

Role: Creative Director
Company: Sibling Rivalry
Recognition: Promax Gold Brand Image

I partnered closely with executive leadership at AMC to position, brand and launch their new streaming service AMC+. The platform brings together sister brands IFC, Sundance, BBC America as well as SVOD partnerships with Shutter IFC Films and Sundance Now to offer an uncomplicated discovery of AMC’s boundary pushing content. Their unique distribution model leverages existing relationships and new SVOD partnerships to reach scale more quickly and meet audiences where they are.

We engaged in a critical discovery phase to inform our brand positioning and creative expression. After conducting stakeholder interviews, a competitive analysis as well as reviewing audience research, we developed a visual identity and brand positioning around the concept of quality curation.

To reinforce the brands risk-taking approach to storytelling we developed a “highlighter” vernacular derived from the AMC logo. Always leading the viewer to what’s next, this device speaks to AMC’s boundary pushing and out-of-the-box approach to creativity and quality.

Confident, never elitist. In developing the AMC+ voice guide, we crafted the narrative tone and do’s and don’ts for all the ways the brand speaks. It was critical to capture the fact that this brand uses just the right words — never too many or too little — focusing on the stories, not the brand itself. Care and personal attention is put into every word choice, which cultivates an inviting, personal tone.

With the launch of AMC+, streaming is now the most significant growth area for AMC Networks. The company ended 2020 with more than 6 million subscribers for its AMC Networks streaming services. AMC reported 2020 quarter earnings that beat Wall Street forecasts.