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Sunday, 14 October 2007 | Levent OZLER
Plus et Plus Rebrands AMC
with Renewed Spirit of Classic Films
 AMC Logo.mov ( 2MB ) - Viewed 131 times
Plus et Plus, a creative boutique located on New York's West 26th Street, recently created a complete on-air reface for AMC, informed by the network's tagline, "The Future of Classic." Plus et Plus provided AMC with an eclectic mix of network IDs, image spots, stunts and promotional toolkit systems, franchise packaging, a navigation toolkit, and color palettes and typography, as well as a plethora of off-air collateral including business cards, stationary, merchandise, and website concepts.
The new look, infused with a fashion sensibility, reemphasizes the attraction and "cool factor" of classic American films and stars. Judy Wellfare, Creative Director of Plus et Plus said, "The AMC rebrand graphically showcases definitive Hollywood icons, scenes, and quotations through a truly unique blend of animation, color treatment, typography, and editorial style. We sampled the fabric of the AMC movie offerings, stripping them down to their core DNA and emphasizing the classic, memorable moments. Whether it's a cool quotation, a key scene, or a memorable moment, we brought the essential elements together to create a fresh curatorial voice for the network."
Actors like John Wayne, Paul Newman, Jack Nicholson, Brad Pitt or Steve McQueen are the essence of iconic cool, and they populate a series of network IDs proclaiming "Long Live Cool." Combined with bold typography and classic quotations, the new look viscerally conveys the timeless appeal of certain films and what makes AMC special and distinctive.
Other id's play off an elastic understanding of "classic," offering clever thematic linkages, illustrated by iconic and unexpected footage. The library for these vignettes is wide-ranging and includes subjects as disparate as Classic Slackers, Classic Shades, and Classic Struts. By combining the memorable and nostalgic with decidedly contemporary graphics and design, Plus et Plus helped AMC put a new spin on classic material.
The creative company took a toolkit approach in delivering the project, allowing the rebrand to grow along with the network in the future.
"Our simple system of toolkits enables AMC to remain within their new visual identity, which keeps their brand focused and strong," says Wellfare. "We created and delivered a specifically defined set of parameters for showcasing their footage. With the toolkits, the network can continuously update, refresh and reinvent their imagery."
Plus et Plus used a combination of Apple Final Cut Pro, Adobe After Effects, Photoshop, Illustrator, and Autodesk Flame to create the powerful and flexible package.
"The bottom line is that we are strategic as well as creative thinkers," says Zu Al-Kadiri, Head of Production, Plus et Plus. "Our strategic thinking informs our design solutions for a diverse range of applications. Our design and concepts for the rebrand were precisely designed to inform all the components of AMC's needs, including their on and off-air look, ad sales strategies, programming ideas, merchandising, and more."
Founded in 2002, Plus et Plus is an innovative creative services studio with an expertise in visual design and direction, editing, visual effects, animation, product design, and production. Recent high profile work includes a spot for Nissan, a branded content spot featuring Nike's 8in1 top, and a Sunsilk TV ad. Founder/creative director Jeremy Hollister also curated "Ã Nice Set," a wildly diverse new art exhibition where Hollister selected visual artists with a particular passion for music.
On the broadcast side, Plus et Plus has worked with top networks including MTV, USA Networks, and VOOM. The studio also works on high profile commercial spots for companies including Volvo, Sony Ericsson, Nike, Getty Images, Technics, and MAC Cosmetics. The creative team's work has garnered numerous awards including Promax, BDA, I.D., Art Directors Club, and International Telly. Plus et Plus is located in New York City at 133 Fifth Avenue.
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