amme
Concept, naming and identity design
Associação Mutualista Montepio
20
17
#identity design, #graphic design, #motion graphics, #strategy
The name and graphic image were designed with a focus on passion for experiences and the intention of conveying the unique opportunities that the Montepio Mutual Association is able to offer its members.
amme
concept
and variations
In order to achieve a greater recognition and emotional connection through their initiatives, we developed a new name and a new image that appeals to our emotions.
And thus, we took the initials of Associação Mutualista Montepio – AMM and united with the imperative mood of the verb “to love” in Portuguese (Ame) blending into AMME – Associação Mutualista Montepio Experiências.
AMME invites its members to love each experience.
The name AMME also gave us enormous freedom to create new icons for their different types of experiences like “Amme Descobrir” (Love to discover) for their adventure and open air experiences or “Amme Crescer” (Love to Grow) for their family and young ones experiences.
User experience
as a form of communication
We also created a mutation of the “AMME” communication to be used in a post-experience situation: the “AMMEI,” once again an allusion to the verb “to love,” but this time in the past tense, reflecting on how the user lived the experience and how they loved it.
This mutation translates to “AMMEI Unforgettable Experiences”.
The goal is to invite some members to record their experiences and share them with Montepio, creating a new communication that records and shows how remarkable and unforgettable these experiences are.
This way, a stronger bond between these experiences and their users is created, and also AMM starts to reference some members, who will be known as true fans of these experiences.
Graphically, we made the heart of each account have a background of an image allusive to the experience in question.
related works
freak
Lyric music video created for Black Caviar song “Freak”, commissioned by Casablanca Records.
terminator genisys
Animated GIF re-imagining the “Terminator Genisys”, commissioned by Paramount and created by FalcaoLucas.
red pill blues
Collection of Art GIFs created for the launch of Maroon 5’s album “Red Pill Blues”.
new web & app
Motion Graphics video to promote the new website and App of Associação Mutualista Montepio.