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AMOK is a video production and management house that specialises in branded content, commercials and films. Since its founding, the agency has quickly grown from a 3-man studio to a significant player in the film and video industry. Besides being content producers, AMOK also represents an international roster of directors.
To help AMOK stand out amongst other traditional production houses, Practice Theory was asked to develop a brand identity that would reflect the agency’s position at the forefront of bridging both commercial and narrative content in Singapore. Following a series of workshops with the founders and main producers, a key finding emerged that artistry and engaging storytelling should always lead the agency’s work. From this crucial insight which drove the visual identity of the brand, ‘Run AMOK Run’ was defined as a proposition that would capture the spirit of the AMOK and its work.
The AMOK identity is characterised by 2 different logos working within the same visual system. We started with a robust, formal looking marque intended to be used across all corporate and official correspondence, but felt like a more expressive secondary logo was necessary. Taking cue from the Malay word which implies madness (and from which the name AMOK was derived), we also created a logo that could be liberally used for work and mediums that were more personal. A serif and san-serif typographic language was also developed to visually express the bridging of commercial and narrative content.
This resulted in an identity scheme that could be extended across all their communication touchpoints, from business cards and presentation decks to administrative forms and company swag made for the AMOK crew.