Communication theory: AMP
[Communication theory in the field of design]
Brand business cards
From the perspective of communication theory, design can be understood as a form of message transmission rather than merely visual decoration. In the communication process, the author constructs a message using visual signs and symbols, while the viewer perceives and interprets them. In this way, design becomes a channel of communication through which ideas, emotions, and meanings are conveyed. Communication theory helps designers consciously structure this message, understand the role of the audience, and anticipate possible interpretations of the visual language.
At the same time, communication is not one-directional. The receiver actively participates in the process, interpreting the message according to personal experience, cultural context, and expectations. Therefore, design and contemporary art operate not only on the level of form but also on the level of meaning, creating space for understanding, dialogue, and multiple interpretations.
[Brand presentation for a general audience]
AMP logo
AMP is a brand that produces portable solar power batteries. They consist of solar panels that collect solar energy, batteries that store electricity, and a variety of additional electrical devices that also run exclusively on solar energy.
These devices are environmentally friendly and are essential for any trip where there is no access to electricity.
Advertising banner
Home comfort everywhere and at all times
You can take any of your usual home activities with you on a trip, even to the most remote part of the planet, as long as there is sunlight during the day. You can cook outdoors, charge your gadgets, and stay connected at all times. And at night, you can enjoy your favorite activities without any hassle, thanks to the AMP products.
Сommunication posters
Even if you are new to assembling electrical systems for remote access to electricity, we will show you everything clearly, so you won’t have to struggle with the selection. Native diagrams will display suitable products for journeys of different lengths.
Сommunication poster in the environment
Even outside of your travels, we will always be there for you, taking care of you and helping you. Even if you’re just standing at a bus stop in the city, waiting for a bus, AMP will light up your evening with its warm glow, thanks to the uninterrupted supply of electricity from the solar panels that have worked hard during the day.
Multifunctional light bulb packaging
The AMP brand also actively supports the environment and your desire to help the planet. The brand’s packaging is always multifunctional. It can be recycled or used for other purposes, such as not buying a lampshade for a light bulb and using the packaging instead. We save your money and help the planet.
Brand merch
Our merch will help you in any situation, both in the city and on a hike. AMP merch combines the ideas of comfort, speed of change, activity, and an aesthetic lifestyle.
Brand merch
AMP is designed for people who value independence, mobility, and conscious living. The brand speaks to travelers, urban explorers, and anyone who wants to stay connected without harming the environment. AMP is not about survival — it is about maintaining comfort, clarity, and freedom wherever you are.
AMP is more than a source of electricity. It is a companion that supports movement, exploration, and mindful consumption, allowing people to feel at home anywhere in the world.
[Brand presentation for a professional audience]
The brand has two levels of communication with the consumer, which allows it to attract two types of audience.
➀ Аn audience that values convenience and comfort from having constant access to electricity anywhere in the world.
Orange color becomes an accent in the brand’s style. It is associated with warmth, comfort and the sun, and also evokes trust.
Atmospheric brand posters
For this audience, communication is primarily based on atmospheric photographs. These photographs immediately evoke a sense of homeliness and comfort. The consumer sees people on hikes far from home, but at the same time, there is light in the photographs, and it is not from a campfire, but from electricity. This immediately creates a sense of security, control, and trust.
Brand social networking posts
The idea of urban comfort and safety with electricity, if you use the AMP brand, continues also in the choice of tone of voice when talking to the consumer. The headlines are very friendly, inspiring, and respond to the consumer’s pain. Therefore, on posters and social media, the audience first sees:
Home comfort everywhere and at all times. Travel freely. Energy is always with you.
➁ This is an audience that values an eco-friendly and technologically advanced approach to life. They prioritize not harming the environment. This audience is directly interested in the product and its interaction with the sun.
Additionally, an interesting strategy involves attracting the audience from the first category of comfort-seekers to the already conscious energy consumers, bringing them closer to the topic of ecology. This is an important social mission.
Schemes also appear in the graph. They are also visually associated with technology and allow you to create entire systems of brand devices, visually emphasizing their interconnection and creating an entire ecosystem in life with AMP brand gadgets.
Сollection point for recycling
For an audience that is immersed in the topic of ecology, an interesting object appears in the subject design: a collection point for old electrical goods, not necessarily from a specific brand. The design encourages proper disposal of items to avoid harming the environment and provides a clear explanation of how to do it correctly.
The AMP brand is perceived as a very active, friendly, and caring brand for similarly active and modern individuals. This is achieved through dynamic graphics, vibrant colors, and the selection of brand merchandise. The graphics are displayed on items that may not directly relate to technology, but can still serve as travel companions. And the reflective elements and the waterproof material take care of the consumer. The audience also wants to be comfortable during their active days and feel cared for.
Merch brand Jacket
[Communication theory as basis for the presentations]
Message Design
The brand adapts its messages depending on context and audience needs: emotional and experience-based communication for the general audience, and clear, system-oriented messaging for the professional audience. This approach supports effective encoding and decoding of meaning while maintaining a consistent brand identity.
Socio-cultural tradition
The socio-cultural tradition frames AMP as part of contemporary everyday practices and shared cultural meanings. The brand connects ideas of home, comfort, and safety with mobility and outdoor lifestyles, integrating solar energy into familiar routines. Through this approach, AMP supports the formation of new cultural norms around independence, sustainability, and responsible energy use.
Social Exchange Theory
Social Exchange Theory informs the relationship between the AMP brand and its users. The brand minimizes perceived costs such as complexity, uncertainty, and environmental guilt, while maximizing rewards including comfort, reliability, trust, and a sense of care. This balance encourages long-term engagement and positions AMP as a supportive and mutually beneficial presence in the user’s everyday and travel experiences.Communication Theory: Bridging Academia and Practice // edu.hse.ru URL: https://edu.hse.ru/course/view.php?id=133853 (дата обращения: 12.10.2025).
Concept, design, art direction and all photos: Ekaterina Kirlan. The AMP identity. URL: https://portfolio.hse.ru/Project/188690# (13.12.2025)
Concept, design, art direction and all photos: Ekaterina Kirlan. The AMP packiging. URL: https://portfolio.hse.ru/Project/195827# (13.12.2025)
