AMJ—a new company offering specialized gloves for the protection of the fishing enthusiasts’ hands. Through the University of Baltimore, our team of three masters candidates (Team AMJ) acquired the business as a client in order to complete a full branding development cycle.
Before embarking on any design work, team AMJ researched the product, business, competition, and the customer demographic. Our primary challenge was to craft a brand that conveyed tradition and pragmatism, but that spoke to a youthful and edgier audience, as well. We created a heritage style brand that brought light and life to a serious and important product, making safety look like sport.
In preparation for launch of the new brand, a process and style guide containing all the AMJ branding specifications and marketing recommendations was created. Following, is a selection of the guide’s pages.
print design, research, strategy, original composition
Employed: Adobe InDesign, Photoshop, & Illustrator
Created for 7.5" x 9" presentation; printed and bound by Indigo Ink, Columbia, MD
