The Amiri Prize
Visual Identity, Motion, 3D, UI, UX
Agency: Coley Porter Bell
AMIRI is a modern luxury fashion brand that marries refined craftsmanship with the glamor of LA's authentic skate and street culture.
The AMIRI Prize is an inclusive annual award and incubator established to encourage, nurture, and showcase up-and-coming talent from fashion and fashion-adjacent fields that otherwise might not have their voices heard. The AMIRI Prize isn’t just an award, it’s a journey of opportunity and discovery for the unseen talent of the world, who have taken an unconventional path, to be discovered, nurtured, and given the platform to shine at their most brilliant – a diamond in the rough.
We developed a visual identity born from the strategic idea 'A Diamond in the Rough'. Creating a visual language that retains the prestigiousness of the parent brand, whilst giving it a unique, distinctive, and ownable visual language of its own. Due to the nature of the brand, the challenge was creating something that facilitated a content-rich world, whilst providing a unique look and feel to promote the brand. Rather than overshadowing the creativity of the contestants, instead, the visual language facilitates, amplifies, and magnifies them and their creativity, whilst simultaneously providing Amiri the uniqueness and distinctiveness to stand out in a competitive landscape.
