AMC Network Style Guide
Brand agency Troika was tasked with evolving AMC's brand as their new content began to amass new audiences. The new brand position, "Intensely Entertaining," speaks to the relationship AMC's viewers have developed with the brand and the content. It reflects the commitment to powerful storytelling and their ability to unite audiences through their shared passion. The design reflected its evolution from elegant and sophisticated to bold and energetic. Because this rebrand meant updates across all of AMC's broadcast assets, I created an all-encompassing, 158-page long interactive PDF style guide to go along with the toolkits that Troika delivered. This meant diving into the content and verbalizing how the creative direction formed the rationale for the visual direction, coming up with rules around usage, as well as providing specs, examples, and detailed design instructions. I built automatically-updating hyperlinks into the table of contents and a navigation system at the bottom, making it easy to get around. This was an on-going project that lasted about seven months, evolving as the creative did.