American midwest power



American Midwest Power, known in the industry as AMP, has provided innovative electrical solutions to customers since 1975. With steady growth and additional product lines, AMP realized its brand wasn’t reflecting its professionalism, reliability and leadership position.




Together, we developed a strategic outline on how best to tell AMP’s story in a clear, strong and relevant way. We began with a logo that allowed for legibility at various scales and durability for numerous applications.



We used a visual hierarchy, a basic grid and single-perspective photography to simplify an already complicated products. From small and large corporations to stadiums, the AMP logo can be seen on thousands of electrical units across the country.