AMC Branding & Upfront
CLIENT: AMC NETWORKS
STUDIO: BGSTR
TYPE: BRANDING
ROLE: 2D/3D MOTION DESIGNER
I contributed to AMC’s Corporate Brand Refresh and 2024 Upfront Presentation, both designed by BGSTR to strengthen the network’s identity and showcase its premium portfolio of scripted and unscripted programming.
For the brand refresh, the team developed a 3D design system centered around the AMC logo, typography, and stair-step compositions to convey a sense of elevation and sophistication. My role focused on designing 3D backgrounds in Cinema 4D, incorporating the project’s jewel-tone palette and geometric layering to enhance the brand’s modern and textural visual identity.
For the Upfront 2024 and 2025 projects, we extended this design system into a motion-driven environment that connected AMC’s diverse content with its refined brand tone. I was responsible for 3D design and animation, ensuring visual consistency across both motion and static applications for the live event and digital platforms.
Corporate Brand Refresh
As part of BGSTR’s design team for AMC’s corporate brand refresh, I led the development of the project’s 3D background workstream. Early design exploration focused on a range of geometric systems, material studies, and lighting trials to determine how the AMC logo, typography, and stair-step compositions could be deconstructable and reassembled across brand touchpoints. Using Cinema 4D, I produced iterative prototypes and rendered test, including geometry variants, jewel-tone material passes, volumetric lighting studies, and parallax background loops that informed the final system rules.
Design Exploration
I worked closely with the Creative Director in exploring these styleframes, and we knew we wanted it to feel premium. The color choices and the reflective material represent the idea of streaming TV network.
Data for streaming TV travels through fiber optic cables as rapid pulses of light. This transmission relies on the physics principle of total internal reflection, which is where the metaphor of reflective material comes in. And my initial design explorations, from composition to lighting represent that metaphor.
As the process moves forward, the creative direction shifted into focusing more on the AMC logo being a part of the 3D background.
I explored different angles, closeups, shifting lightings to create a more compelling and dynamic scene using the AMC logo.
Colors Explorations with Logo Geometry
To propose the new direction, I mocked more 3D backgrounds to fit different branding deliverables that AMC needs to show visual consistency.
HERO
CREAM
TIFFANY BLUE
Additional Design
AMC also had an Upfront Event, which needed social posters.
Other Tests
Addtional Screen Design
