I’ve rebranded AMC to bring back the movie magic. Inspired by an old AMC logo mark that felt whimsical and full of character, I wanted to create an identity that made cinema feel exciting again.

The whole system leans into nostalgia, atmosphere, and escapism. From the glowing reds and grainy textures to the tickets, popcorn, carpets and screens, everything was designed to feel like a movie prop pulled straight from the world of cinema itself.

At a time where streaming is everywhere, this is about making the cinema feel magic again.