AMFAMFAMF PRESENTS

AMFAMFAMF PRESENTS

Branding & Identity

AMF Music Festival + The Friendship
Client LIVESTYLE

AMFAMFAMF PRESENTS

Branding & Identity

AMF Music Festival + The Friendship
Client LIVESTYLE

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We've worked with Gary Richards since 2007, creating the identity for his festivals, DJ persona, and record label. Our with AMF goal was to capture Gary’s exuberance and bright positivity with an eye-catching, modular design system that could be executed independently by his in-house team.

FRIENDSHIP MAIDEN VOYAGE


With launching AMF and on the heels of the incredible success of Holy Ship, Gary launched a new cruise called “The Friendship.” The mandate here was to capture the years of fun and relationships fans made on previous ships and build a new brand around that camaraderie.

AMF 2019


For year two, the ask was to make the look & feel more “fun” and shift it away from anything he had done before. We pushed it to a psychedelic place, paired with copy inspired by the 90s rave scene that Gary came out of.