Amblin - brand strategy & creative direction

Capstone project reimagining the future of a legendary film studio; bridging 50 years of storytelling legacy with a bold, modular brand system built for what’s next.

Context
Amblin Entertainment has long stood as a symbol of cinematic wonder, known for stories that capture the heart and imagination. But as audience behaviors shifted and the studio looked to grow across new platforms and generations, it needed a brand world that could evolve with it.

This capstone rebrand wasn’t about changing who Amblin is; it was about unlocking its magic for a new era: one that spans film, television, emerging tech, and interactive experiences.

The Challenge
How do you evolve a beloved legacy brand without losing its soul?

The goal was to modernize the Amblin brand without losing the emotional depth and cultural imprint it’s known for. I had to create a flexible yet cohesive system that could stretch across sub-brands, platforms, and generations—while still feeling unmistakably Amblin.

The Outcome
The new Amblin brand world introduced a modular identity system that could flex across formats: theatrical releases (Amblin Originals), creator-first platforms (Amblin Cuts), and experimental storytelling (Amblin Lab).

The strategy positioned Amblin as a “dream engine”, a creative force that doesn’t just make movies, but memories. From sonic identity to visual language to fan experiences, every detail was designed to make people feel like they were stepping into a story. Direct from the dream.

What I Did

Brand Strategy & Architecture
Redefined the brand’s strategic foundation and architecture, mapping out a parent brand and sub-brands using a “Chessboard” framework and human motivator analysis. Developed the brand’s core promise: Direct from the Dream.

Naming & Sub-branding
Created and positioned sub-brands like Amblin Cuts (for creator-first content) and Amblin Lab (for innovation and experimentation). Each name was designed to speak to a specific audience while laddering up to the master brand.

Visual Identity
Developed a full identity system including logo refinements, motion behavior, cinematic color systems, typography, iconography, and dynamic layouts. Inspired by Amblin’s 50-year visual evolution and future storytelling ambitions.

Creative Direction
Led art direction across key assets: pitch decks, merch, environmental design, social, and concept films. Used AI-generated visuals and speculative storytelling to explore future brand experiences.

Sonic Identity
Explored audio branding rooted in nostalgia and wonder; mapping sonic triggers tied to memory and emotion. Used ElevenLabs to prototype narrative voice and sonic treatments.

Role: Brand Strategist, Creative Director
Project Type: MDes Brand Design & Strategy Capstone
Institution: ArtCenter College of Design