The AMA Baltimore MX Awards place a strong emphasis on both visual creativity and strategic thinking. Since 1985, this signature event has empowered organizations and agencies of all sizes to shine, offering them a platform to showcase their brilliance and earn the recognition they deserve. But in 2019, AMA Baltimore realized it was time to elevate their own story and rise to a new level of excellence.
They wanted to stand out. To feel “bigger, better, bolder,” in the words of their VP of Programming at the time, Dov Hoffman. And that’s when Yes& stepped in to take on that challenge.
To connect Baltimore’s creative and imaginative spirit more authentically, Yes& rebranded the event. Through a full renaming and rebranding process, we began to transform the previously known “Marketing Excellence Awards” into something that better embodied the boldness and vibrance of the work being submitted – the MX Awards.
2019: From “Marketing Excellence Awards” to “MX Awards” – Rebranded and Reimagined
But bringing the notion of “Marketing Excellence, Reimagined” to life that first year was no easy task. There was the matter of the logo, of course, but also the challenge of how to create a fully branded departure from what they’d been before while still retaining the identity they’d built their reputation on.
In service of that, the MX Awards logo was designed to use the “greater than” symbols pulled from the national level of the American Marketing Association (AMA), and the fonts and colors drew inspiration from the national AMA brand. In doing so, we were able to create the bridge between old and new, creating a distinct and celebratory event brand that was as engaging to younger audiences (with its party-like atmosphere) as it was to those who’d long be supporters of the AMA Baltimore efforts.
And we did it big, because how else do you launch a bold, new brand? Focusing on next-level print production techniques (iridescent foil stamping, embossing, wild die cuts and folds, and luxury papers), we have designed branded materials for the first year and thereafter that made an impact, including:
- An iridescent trophy
- A call for entry that unfolded into a frameable poster
- A gala invitation with a die-cut envelope
- Day-of programs and giveaways
- Signage, stage graphics
- Social media assets
- Sponsorship materials
- Website graphics
2020: MX Awards Rebrand Embraces ‘Creative Liberties’ with Bold, Vibrant Wordmark
Expanding on the theme of “Marketing Excellence, Reimagined” in 2020, we developed a reinvigorated wordmark featuring vibrant, energetic, and colorful photographic textures, symbolizing the abstract and creative thought behind each entry submitted to the awards. This fresh direction, one we called “Creative Liberties,” breathed new life into the awards, creating a vibrant fluidity that was as effortlessly evocative as the work being celebrated.
2021: MX Awards Goes Virtual with Bold VR Aesthetic Amid Pandemic
But between 2020 and 2021, everything changed. With COVID surging and the world shut down, the event went virtual. But in the spirit of “Marketing Excellence, Reimagined,” we didn’t let it stop the celebration. Instead, we leaned into the newfound digital reality, embracing a VR look and feel and a glitch art style to capture the new virtual “reality.”
2022: “It Happens Here” Theme Inspired by Baltimore’s Graffiti Alley
Following the challenges of 2021’s virtual pivot, 2022 marked an opportunity to celebrate our ability to come back together, and that’s exactly what we did. Drawing inspiration from Baltimore’s Graffiti Alley, a place where anyone can leave their mark on the collective, the theme “It Happens Here” was born. Focused on rekindling in-person collaboration and celebrating collective creativity, the designs used layers of different techniques and ideas, all brought together through innovative uses of AMA Baltimore’s signature blue.
2023: AMA Baltimore’s 75th Anniversary Lends to Gold and Silver Legacy Theme
2023 welcomed yet another paradigm shift, not from the outside world but from within. AMA Baltimore was celebrating its 75th year as an organization, and it needed a thematic evolution worthy of such a tremendous milestone. To make the celebration absolutely epic, we decked the brand out in metallic gold and silver, mirroring the richness and achievement of the moment while reminding brands and marketers what the awards were really about – building a winning legacy.
2024 and Beyond: From Ceremony to Legacy
And this year, we took the celebration of those winning legacies that marketers and brands are building to new heights – or, rather, put them into surround sound with our new theme: Amplified. With a focus on being loud and celebratory, the design used color, type, and line to evoke the incredible sense of passion, collaboration, and creativity that it takes to make work that moves the world.
Dov Hoffman, VP of Sponsorship + Past President of AMA Baltimore, praised the long-standing collaboration by stating, “The creative work from Yes& Agency in 2024 was truly groundbreaking. As they have done in the past, each year we continue to be impressed by their team, setting a new bar for our signature marketing awards program. The ability to encapsulate our vision and values in a visually stunning and innovative manner is beyond impressive. The 2024 efforts were a testament to their creativity and talent, setting a new bar for future marketing awards programs.”
Across the years, we’ve helped AMA Baltimore continue to evolve, to stay fresh, and to lead the way for great creative work in the Baltimore marketing, advertising, and creative community. But as all marketers and creatives know, that work is never done. As we continue to amplify the creative spirit of the agencies and brands in the city, the AMA Baltimore MX Awards remain a platform for bold ideas and vibrant visions. Each year, we push boundaries, showcasing the innovation that defines the community. Because together we have and will continue to build a lasting legacy that will inspire the future of creative work.
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