Role: Creative Direction, Design
Brand Style Guide
Rebranding for American Motors Corporation. From devastating speed to exceptional handling, American Motors is back and breaking through limits of performance.
The assignment was too rebrand the revival of a company that no longer exist. The challenge was trying to bring an instinct company into 2020 without straying too far from their original identity.
The original brand was lacking an identity they didn't know if they wanted to make safe family cars, compact sedans or muscle cars. I wanted AMX to compete with cars like Mustangs, Camaros and Challengers.
The AMX logo received "Best Logo Design" at the 2020 SHSU Senior Exhibition.