The AM line of cleaning products was designed to create an all-in-one portable solution to remove the schmutz on our screens, while evoking a design language that actually made cleaning fun. We wanted to take the core of what AM was good at – cleaning solutions for the most delicate surfaces – and apply it to a category in need of design innovation and visual charm. From digital to print, we developed an impactful campaign for the truth about dirt across all platforms. It’s not just a new product line – it’s a movement against schmutz.

The challenge was to rethink AM’s company vision and visual communication to get their business back on track and relevant for today. AM has been cleaning since 1971, at a time when record players and vinyls were the most common gadgets that needed to be cleaned. But user-needs have changed over the years, and AM needed rethink their product offering to accommodate the gadgets of today. The statistics demonstrated the fact that most cell phones are dirtier than the average toilet seat, kitchen counter, pet food dish, store checkout screen, and doorknob was astonishing. As we become increasingly reliant on touch-screens, cell phones, and other handheld technologies, there’s been a gap in the market for a product that is safe for screens, effective in removing bacteria and truly mobile.

From graphic design to brand strategy, language and point of differentiation every part of the process was evaluated and redefined under one filer: make cleaning fun! We aimed to give brand personality with bold color and an amiable design language that would stand out in a very unfriendly and unfun product category.

We worked with the founder to ensure that the core purpose of the AM brand and product was intact. We met with buyers from the Apple stores and incorporated them into our process in addition to buyers from a worldwide network of retailers and consumers to identify the voids in the marketplace.

Our design strategy was also applied on POS, counter displays, merchandising units as well as communication collateral to ensure a unified message about the schmutz on our screens.

AM made cleaning fun. A category that was boring and mundane got a facelift and allowed people to celebrate the schmutz and their screen and get rid of it. We gave the brand personality with bold color and an amiable design language that stands out in a very unfriendly and unfun product category. AM’s “Get Clean” campaign features whimsical illustrations by Geoff McFetridge, witty terminology like “schmutz”, and fun facts such as “a New York pigeon is 10 times cleaner than the screen on your phone.”

AM’s new product line of all-in-one screen-cleaning devices is currently sold at retailers and online. The company’s worldwide business grew over 200% after launch, and is still growing. It has also been celebrated and featured in major publications like The New York Times, Wallpaper Magazine, and Fast Company.