AMC Series

For AMC Series, the new channel by AMC, we were invited to create and define the channel’s new on-air visual identity from the ground up.

Starting from scratch, we developed a full creative proposal while respecting the original AMC logo and preserving the channel’s established color palette. It was a long, highly collaborative process, driven by exploration, iteration, and close teamwork between our design and animation teams.

Alongside the main direction, we also proposed an alternative visual line and aesthetic—visible in the reel after the Other Options slate. Ultimately, AMC chose to evolve within their existing visual language, resulting in a refined, cohesive identity aligned with the brand’s legacy and tone.

Channel Re-Brand

Client | GrubHub
Agency | AMC Latam

Refined Proposal

Respecting the original AMC logo and established color palette, we evolved the channel’s visual language into a refined, cohesive identity that remains true to the brand’s legacy and tone.

A man with long, disheveled hair and facial scars looking directly at the camera against a neutral background.
A man with long, disheveled hair and facial scars looking directly at the camera against a neutral background.
Split screen graphic with red background on the left featuring large black text 'HOV' and smaller text 'aMC SERIES', 'aMC SERIES', 'aMC SERIES' in the top right corner. The right side has a black background with large white, stylized, diagonal text spelling 'SERIES', 'SERIES', and 'SERIES' in a repeated pattern.
Split screen graphic with red background on the left featuring large black text 'HOV' and smaller text 'aMC SERIES', 'aMC SERIES', 'aMC SERIES' in the top right corner. The right side has a black background with large white, stylized, diagonal text spelling 'SERIES', 'SERIES', and 'SERIES' in a repeated pattern.
A police vehicle with a 'Navajo Police' badge is driving through a desert landscape with mesas in the background, and a large red overlay with the word 'DOMINGO' in white text.
A police vehicle with a 'Navajo Police' badge is driving through a desert landscape with mesas in the background, and a large red overlay with the word 'DOMINGO' in white text.
Schedule graphic for AMC Series' final episode of 'Dark Winds' on Sunday the 5th, with times for Argentina, Mexico, and Colombia.
Schedule graphic for AMC Series' final episode of 'Dark Winds' on Sunday the 5th, with times for Argentina, Mexico, and Colombia.
Woman in blue sleeveless shirt with necklaces in a conversation with a police officer, woman with sunglasses and headscarf standing behind her, displayed over a red background with the word 'Martes' repeated across the image.
Woman in blue sleeveless shirt with necklaces in a conversation with a police officer, woman with sunglasses and headscarf standing behind her, displayed over a red background with the word 'Martes' repeated across the image.

Disruptive Proposal

Breaking away from AMC’s established visual language, we introduced a bold fluorescent green as the core of a refreshed palette, creating a more disruptive, contemporary identity with greater energy and impact.

Title of the show: The Walking Dead, with the AMC logo and series label.
Title of the show: The Walking Dead, with the AMC logo and series label.
Promotional poster for the TV series 'The Son' showing a man with a beard and cowboy hat smoking a pipe, holding a rifle, with autumn trees in the background, and text detailing the show's premiere date and time.
Promotional poster for the TV series 'The Son' showing a man with a beard and cowboy hat smoking a pipe, holding a rifle, with autumn trees in the background, and text detailing the show's premiere date and time.
A stylized, digitally edited image of a man with a beard and slicked-back hair, wearing a vest and tie, holding a shotgun over his shoulder, with the word "RISE" in large green letters and "AMC SERIES" logo on the right.
A stylized, digitally edited image of a man with a beard and slicked-back hair, wearing a vest and tie, holding a shotgun over his shoulder, with the word "RISE" in large green letters and "AMC SERIES" logo on the right.
A man with a white beard wearing a black cowboy hat and brown leather jacket, standing in a wooded area.
A man with a white beard wearing a black cowboy hat and brown leather jacket, standing in a wooded area.
Collage of promotional images for the TV series 'The Son' featuring characters in period costumes, some with guns and smoking pipes, with the series title and AMC logo.
Collage of promotional images for the TV series 'The Son' featuring characters in period costumes, some with guns and smoking pipes, with the series title and AMC logo.
Promotional poster for the TV series 'Secrets', an AMC series, with text in bold, neon, and contrasting colors on a black background.
Promotional poster for the TV series 'Secrets', an AMC series, with text in bold, neon, and contrasting colors on a black background.
Logo for the TV series 'The Walking Dead' featuring bold, stylized blue and black text and a green highlight.
Logo for the TV series 'The Walking Dead' featuring bold, stylized blue and black text and a green highlight.

Gradient Proposal

A middle-aged man with glasses and a beard points his finger at someone during a meeting in a room with wooden blinds. The table in front has papers, a phone, and bags, and the background features a window with blinds.
A middle-aged man with glasses and a beard points his finger at someone during a meeting in a room with wooden blinds. The table in front has papers, a phone, and bags, and the background features a window with blinds.

Building on AMC’s established identity, we introduced expressive gradients and bold typography to create a more dynamic, contemporary visual language with greater depth and impact.

Split image with a gradient background on the left side displaying the word 'HOY' in large black letters, and on the right side, bold black and white text with the words 'ULTIMO DE SEMANA DE PASCUA' and event details mentioning March 5, with times for Argentina and Mexico, and a red 'AMC Series' logo at the bottom right.
Split image with a gradient background on the left side displaying the word 'HOY' in large black letters, and on the right side, bold black and white text with the words 'ULTIMO DE SEMANA DE PASCUA' and event details mentioning March 5, with times for Argentina and Mexico, and a red 'AMC Series' logo at the bottom right.
Close-up of a man with glasses and a beard, resting his head on a person's shoulder in a casual setting, with overlaid text about an event.
Close-up of a man with glasses and a beard, resting his head on a person's shoulder in a casual setting, with overlaid text about an event.
A man with glasses and a beard looking at the camera, with a goose facing him in a close-up shot. The background is mostly sky with some clouds.
A man with glasses and a beard looking at the camera, with a goose facing him in a close-up shot. The background is mostly sky with some clouds.
A man with glasses, a gray beard, and a gray headband wearing a gray T-shirt reading 'Railton College' sitting at a table in a room with a bulletin board in the background. To the right, promotional text for the final episode of 'Lucky Hank' titled 'Episodio Final' airing on AMC, with scheduled times for ARG, MEX, and COL regions.
A man with glasses, a gray beard, and a gray headband wearing a gray T-shirt reading 'Railton College' sitting at a table in a room with a bulletin board in the background. To the right, promotional text for the final episode of 'Lucky Hank' titled 'Episodio Final' airing on AMC, with scheduled times for ARG, MEX, and COL regions.