My Role: Senior Graphic Designer – AMT Brand Lead
Organization: AMT – The Association For Manufacturing Technology
Organization: AMT – The Association For Manufacturing Technology
AMT – The Association For Manufacturing Technology represents the United States manufacturing technology industry and leads initiatives, including IMTS, to advance the industry.
As part of the internal marketing department, I led the design team in developing and executing visual assets to support AMT’s brand, campaigns, and communications.
The Challenge
AMT operates across a wide range of initiatives, audiences, and communication channels, requiring a high volume of design work across campaigns, editorial content, and digital platforms.
The challenge was maintaining a cohesive and recognizable brand presence at scale, while ensuring each asset remained effective within its specific context. We also wanted to maintain a sophisticated brand that is focused on and representative of the complex technologies that underpin our industry. This required balancing consistency, clarity, and technical accuracy, ensuring that each piece aligned with the broader visual system while remaining effective in its specific context.
The Solution & Final Impact
The result was a cohesive and adaptable visual system that supported AMT’s brand across campaigns, content, and industry initiatives.
This approach improved consistency across a wide range of touch points while allowing flexibility for different formats and audiences. As part of this work, the character design developed for AMT campaigns was recognized with multiple NYX Awards, reinforcing the effectiveness and creative impact of the visual system.
The 'AMT IS...' ad campaign was created with the launch of the new brand and logo. These ads showed what AMT is an industry knowledge leader for manufacturing.
