Role: Creative Direction, Design

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Deliverables: 

• ​Brand Identity

• Brand Style Guide

• Website Design

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American Motors is a rebranding project focused on reviving a legacy automotive company for a modern audience. Built around performance, precision, and bold design, the brand repositions AMX as a competitive force within today’s muscle car market.

 

The challenge was to modernize the identity without losing its heritage bringing a discontinued brand into 2020 while staying true to its roots. The original brand lacked a clear direction, so the goal was to define a focused identity centered on high-performance vehicles. Positioning AMX alongside icons like the Mustang, Camaro, and Challenger, the visual system emphasizes power, speed, and clarity through bold typography and striking, high-contrast imagery.

 

The AMX logo received “Best Logo Design” at the 2020 SHSU Senior Exhibition.