The largest creative media company in the southwestern United States desired a rebrand to commemorate it's twenty-fifth year. Kelly's concept for this new brand was 'the creative spark' - a mark that extends to the four divisions at this corporation: educational programming, commercial production, corporate events, and original programming. The symbol of the spark enables each division of the company to utilize a different fire element to advertise themselves without diverging from the AMS Pictures brand: sparklers, camp fires, lightening bugs, fireworks, light filaments, a lit match,  stage lighting and more. 
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