The AM Institute was a private members club for health and was set up to help men in their 40’s, 50’s & 60’s enjoy their life as much they did in their 20’s and 30’s.
We created the brand identity, branding, stationary, strategy, dual function health app & members portal, merchandising and advertising concepts.
via Katana London
The brand icon is a monogram with interlocking ‘A’ & ‘M’ in a warm grey and cool grey
Warm grey to reflect the brand proposition of emotional wellbeing, while cool grey was used to reference science and medicine.
The icon was also designed to give the impression of a crown.
We went through many iterations to refine both the word mark and the icon to achieve a balanced and proportional icon using the ’A’ & ‘M’