Amplify

Rev­enue is a fun­da­men­tal mea­sure­ment for con­tin­ued fundrais­ing and sur­vival. Amplify’s on a mis­sion to make GTM (mar­ket­ing, sales, and cus­tomer ser­vice) eas­i­er and more approach­able for more star­tups to suc­ceed. Amplify’s new brand need­ed to reflect that goal, and after audit­ing the visu­al iden­ti­ties of their com­peti­tors, we iden­ti­fied oppor­tu­ni­ties for dis­tinc­tion and clichés to avoid.

Then the Ampli­fy team iden­ti­fied their brand attrib­ut­es as Vibrant, Sin­cere, and Tac­ti­cal. These led us to their Sin­gle Most Impor­tant Thing (aka SMIT): Sin­cere­ly Spirited. 

We explored sim­ple, sub­tle col­or palettes, vin­tage col­or palettes, serif type­faces, and a few non-tra­di­tion­al logo lockups.

Amplify’s mark is called Wave­length, tak­ing inspi­ra­tion from fre­quen­cy waves. Like the name sug­gests, Ampli­fy ampli­fies their clients’ impact. 

This mark lands per­fect­ly in the spot of unique and rep­re­sen­ta­tive. It feels nuanced, with­out feel­ing over­ly mas­cu­line or techy. We also pushed the con­no­ta­tions of growth with leaf-like compositions.

The Broad Fre­quen­cy pat­tern is intend­ed to mim­ic the impact that Ampli­fy has in the GTM space, using sim­ple repeat­ing shapes to cre­ate waves. It can be used at dif­fer­ent scales as a back­ground ele­ment to add some depth and aes­thet­ic inter­est. A clos­er cropped fre­quen­cy wave and scale graph­ics work well in this visu­al identity.

This col­or palette show­cas­es a bal­ance between Amplify’s Vibrant and Sin­cere val­ues. Deep greens ground the brand in sub­tle­ty while unex­pect­ed bright hues bring hits of excite­ment and joy.

Amplify’s pho­to­graph­ic pres­ence is almost sole­ly focused on moun­tains and moun­tain ranges. Used spar­ing­ly, these ele­ments high­light the upward tra­jec­to­ry and scal­ing of a client’s busi­ness or product.