12 / Amiami

An identity built to change without losing the idea at its centre.

Amiami is an association that brings people together around a simple idea: feeding friendship. The system needed enough elasticity to live comfortably across very different moments and initiatives.

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SituationA social association whose initiatives vary, but whose central idea remains deliberately simple and human.

RoleIdentity system and visual applications.

What matteredEnough flexibility to support different projects without losing the friendship-and-food idea contained in the name.

The useful diagnosis.

What they asked for

Create an identity able to work across changing social initiatives.

What we found

The concept was already embedded in the name: “miam” — yum — inside “amis” — friends. The visual system needed to protect that idea rather than over-explain it.

What we recommended

Keep a stable central thought while allowing the identity to transform around each initiative: flexible, joyful and alive.