Amino Colour Positive Amino Logo Default

Branding a global disruptor

A new brand to reflect a new hybrid TV offering.

The client

In late November 2015, KISS pitched for and won the Amino Communications re-brand project. Amino, which is quoted on the UK’s AIM stock market, had recently acquired a US-based set top box company, Entone, and an on-the-go TV supplier based in Finland, Booxmedia, and needed to urgently re-brand its business.

The challenge

To position the new Amino Family as a truly global business and disruptive thought leaders

To bring three businesses together into one unified, differentiated brand

To build an engaging website for a mobile savvy audience

The KISS solution

With only 12 weeks between KISS being awarded the project in early December and the relaunch planned for February at Mobile World Congress, KISS undertook a short immersion period, which allowed us to really get our heads into the marketplace, and the history of Amino and the companies it had acquired.

We then needed to work out what our client wanted the Amino brand to stand for moving forward. To establish this, we ran a brand articulation workshop with key stakeholders including participants from Entone in California, who joined the workshop by video conference. The aim of the workshop was to articulate what the new (combined) Amino brand stood for – its purpose and proposition, as well as its personality traits and brand essence.

Once we had completed this exercise and produced a creative brief, it was time for our creative team to get their heads together. We presented three brand identity concepts to Amino, which ranged from a safer to a more disruptive option. Once Amino decided which identity to progress, KISS then produced a brand hierarchy, brand guidelines, logos, website ( and marketing collateral, as well as an exhibition stand for the MWC launch.

The Amino project was a fantastic, though complicated, brief to work on, bringing together a number of brands under one umbrella in a fast-moving industry. The re-brand was launched at MWC as planned, and customer/prospective customer feedback thrilled Amino both at MWC and subsequent exhibition TV Connect.

The re-brand provided a strong platform from which to launch its new entity to the marketplace and strengthen its competitive position in the marketplace. The company has gone from strength to strength over the last six months.

KISS responded to a complex and time short brief with energy, great design skills and strategic clarity. They have created a new identity that brings three businesses into one single brand; propelling us visually into an exciting new phase for Amino.

Joe Coles

VP Product Management & Marketing, Amino