AMC+

Strategic Brand Launch

  • Sonic Branding
  • Strategy
  • Tone Of Voice
  • Visual Identity

THE CHALLENGE

AMC came to us to position, brand and launch their new streaming service AMC+. We engaged in a critical discovery phase to inform our brand positioning and creative expression. After conducting stakeholder interviews, a competitive analysis as well as reviewing audience research, we developed a visual identity and brand positioning around the concept of quality curation.

A LEGACY OF CURATION

To reinforce the brands risk-taking approach to storytelling we developed a “highlighter” vernacular derived from the AMC logo. Always leading the viewer to what’s next, this device speaks to AMC’s boundary pushing and out-of-the-box approach to creativity and quality.

A STREAMING SERVICE BUILT TO FLEX

AMC+ brings together sister brands IFC, Sundance, BBC America as well as SVOD partnerships with Shutter IFC Films and Sundance Now to offer an uncomplicated discovery of AMC’s boundary pushing content. Their unique  distribution model leverages existing relationships and new SVOD partnerships to reach scale more quickly and  meet audiences where they are.

BRAND POSITIONING

A media brand that makes content for every person in the world becomes an impersonal utility player. With underdog status that gives us permission to stand for something deeply personal, our brand positioning “TV is Personal” embodies how AMC+ champions shows that reflect its viewers hunger for new perspectives. Putting high caliber entertainment ahead of volume, AMC+ not only takes risks others can’t, it makes highly selective choices that bring people together and sometimes even changes the culture.

TONE OF VOICE

Confident, never elitist. In developing the AMC+ voice guide, we crafted the narrative tone and do’s and don’ts for all the ways the brand speaks. It was critical to capture the fact that this brand uses just the right words — never too many or too little — focusing on the stories, not the brand itself. Care and personal attention is put into every word choice, which cultivates an inviting, personal tone.

 

RESULTS

With the launch of AMC+, streaming is now the most significant growth area for AMC Networks. The company ended 2020 with more than 6 million subscribers for its AMC Networks streaming services. AMC reported 2020 quarter earnings that beat Wall Street forecasts.