Five years ago, AMO started as a small media startup launched as part of the Ukrainian co-funding IT company Genesis. But now AMO is an international IT company that creates products and stories for millions of people. There are three of its teams working on it: AMO Publishing – Entertainment Media Publishing, whose stories are collected monthly by more than 40 million readers from the USA and Western Europe; AMO Pictures is a Production of Visual Stories viewed by over 800M people from all over the world; AMO Apps is an APP Developer Team that makes health and wellness mobile applications.

During the time of transformation from a media startup to a company with three different directions, a question arose: how do we explain to ourselves and our employees what AMO is? Thus, our task is to create a Brand that will answer people who work here.

AMO products are based on the stories. They are told in articles and videos; apps encourage people to start their new life stories. Therefore, AMO is sure that behind each impressive story, there stand people: authors, main characters, and users. Because they are the ones making the attractive out of simple, filling it with emotions and meaning. 

After talking to AMO people, we have found an interesting fact – they easily name the strengths of their colleagues but find it difficult to mark their own. They hid behind the success of the products they created and worked on. Although, each of them has a talent that has made these products successful. To solve this problem, it was necessary to highlight their skills. That is how we shaped the company role: AMO spotlights the talents of its people.

Design reflects AMO's role and its ability to find the talents of others. Light becomes the main character of branding. 

For the logo, we select the shape of a geometric ray, most visible in the dark. This results in black as the main color of the identity. And for the ray, light beige suits the most.

We also developed a website based on the new branding for AMO. AMO uses it to attract new people to its teams. Therefore, when developing the site, we emphasized the culture and values of AMO through the people who work in the company. We mentioned its main directions and filmed video content for the website.

We also worked on its functionality and linked its job database to the site. Thus, as soon as a new vacancy appears in the database, it is automatically uploaded to the Career page in a corporate style. This feature remains invisible to site visitors, but has become quite useful for AMO HRs.

AMO came to be seen as an independent brand. The company has its materials, branded merch, and internal events. Among external presence, AMO acted as a partner of DEV Challenge, Serhiy Prytula Charity Fund, United24, and Stand with Ukraine. They also shot the film Stay Online and launched the project Ukraine will bloom again. 

At the end of the year, AMO decided to sum it all up and tell their people about the meaningful projects done thanks to them. They asked us for help. And we, in return, came up with a manifesto about the results of their year 2022.