Amperage Marketing + Fundraising unveiled a rebrand that includes an evolved brand story and a new brand identity. The rebranding was the result of the creative team at Amperage turning their focus inward to advance Amperage’s brand. From a new logo and thoughtful colors to a new brand promise and key messaging, the rebrand carefully considered every aspect of the agency’s work and the value it delivers to clients.
“Amperage has evolved over its past 30 years, and as we look ahead to the future of using creative as a force for good, we’re utilizing that creativity to elevate our brand to meet clients’ needs and authentically tell our story of how we make an impact,” said Bryan Earnest, President and CEO, Amperage.
Recognizing the changing needs of clients as well as the world of business, Amperage undertook a process that evaluated its value proposition and impact in this changing landscape. The rebrand aligns Amperage’s story with its identity, so now Amperage is reintroducing the agency to both those familiar with the agency and those who haven’t yet encountered it.
“The process began when we took a dive into answering questions of who we are, what we do and why we do it,” said Erin Earnest, Vice President of Strategy, Amperage. “While key components of our brand strategy have remained the same (such as our mission, purpose and core), our value proposition, promise, key messages and brand story have shifted. We’re sharing how we’re collaborative partners who align tailored strategies with authentic storytelling and creativity to move the needle. Our story and identity didn’t reflect that. Our new brand does. We are telling our new story.”
Part of that new story is sharing how Amperage fuses impactful marketing and fundraising strategy with compelling creativity to inspire action. The Amperage team helps tell clients’ authentic stories and, in doing so, moves the needle for clients doing good in the world.
Once the new story was in place, the Amperage team worked to align the brand’s identity with that new story. Central to the new identity is the new logo, which captures Amperage’s collaborative spirit with a bold yet friendly wordmark that is punctuated by a creative spark. Nods to Amperage’s history can be found in the hexagonal cube shape within the spark, as well as with the electric accent color remaining within the palette.
The new color palette captures Amperage's sharp, strategic thinking through a classic navy (lovingly called Midwest Nights). Meanwhile the palette also expresses Amperage’s creative side with pops of bright blues and greens, as well as interesting gradients. This juxtaposition captures how the different parts of Amperage’s work come together in a unique yet cohesive way, which is true to who Amperage is. Likewise, the new typography is boldly simple, clean and clear, allowing the new brand messages to be precisely communicated and understood.
"It's important for a new identity's tone to match the brand it's part of,” said Sarah Pauls, Creative Director, Amperage. “With our new logo and identity, we are ensuring that our identity and broader brand are connected wholistically and expressing how our smart strategy meets our compelling creative."
As it does for clients, Amperage is rolling out its new brand as authentic storytellers with a focus on strategy. The Amperage team has worked on countless brand refreshes and rebrands for organizations in education, nonprofit, healthcare, manufacturing and finance.
“It’s fun when brand experts have the opportunity to rebrand themselves,” said Erin Earnest. “As brand experts, we understand the world is changing, and with it, we have to continue to evolve. We started by refining our brand strategy, and when it became apparent that our strategy and image no longer aligned, we changed our brand identity, too. We constantly show our clients the value of a strong brand and how that helps them stand out and connect with their key audiences, so we were excited to turn our attention to ourselves and practice what we preach.”
With a focus on doing work that positively impacts people’s lives in significant ways, Amperage serves as a collaborative partner that elevates brands through digital marketing, content solutions, fundraising, branding, graphic design, media planning & buying, public relations, planning & strategy, research, SEO and video production.
To work with the many talented creatives at Amperage, visit AmperageMarketing.com/Contact.
Amperage Marketing + Fundraising is a leading marketing agency and fundraising consulting firm that serves clients across the Midwest, nation and globe from its offices in Iowa. With a focus on healthcare, education, nonprofits, finance & insurance and manufacturing/B2B, Amperage believes in doing work that moves the needle and positively impacts people’s lives in significant ways. Find out more at AmperageMarketing.com.
