Concept
The fundamental idea was to create a stronger emotional connection and recognition, and so we combined the initials of Associação Mutualista Montepio (AMM) with the Portuguese imperative of the verb “to love” (Ame), forming “AMME” or roughly translated, something like LOVVE. This name and identity encourage members to embrace and love each experience provided.
AMME invites members to love every opportunity.
The name AMME also gave us enormous freedom to create new icons for their different types of experiences like “Amme Descobrir” (Love to discover) for their adventure and open air experiences or Amme Crescer (Love to Grow) for their family and young ones experiences.
User experience as a form of communication
We developed a variation of “AMME” for post-experience communication: “AMMEI,” referencing the past tense of “to love” in Portuguese. This version, meaning “AMM Unforgettable Experiences,” reflects how users felt and loved their experience.
The aim is to invite members to record and share their experiences with Montepio, highlighting how memorable these moments are. This approach strengthens the bond between users and the experiences, while also recognizing dedicated members as true fans.
Graphically, we designed each account’s heart with a background image that reflects the specific experience.
