When AMS first approached us, they had taken a DIY approach to their brand identity, aiming for a corporate feel but unfortunately missing the mark. Their original brand, characterised by a dark blue and bright red colour scheme, was not only visually unappealing but also had significant readability issues. It was clear that their brand did not reflect the expertise and leadership they held in the industry, and there was a substantial gap between how they were perceived in the market versus how they wanted to be perceived.
We embarked on a journey to rebrand and completely reposition AMS as industry leaders, starting by redefining their value proposition and elevating their brand identity and messaging. Our goal was to communicate the sophistication and expertise that AMS truly embodies, while also creating a brand strategy that would attract more clients, capture greater market share, and future-proof their business.
In reimagining the AMS logo, we drew inspiration from their existing logo, preserving the powerful symbolism of the circle and the group of hands at its centre. The circle, a universal symbol of unity, represents a gathering place where individuals bring their unique stories, experiences, and aspirations. By maintaining this circle in the new design, we acknowledge the centrality of each person within the AMS community, reinforcing the values of inclusivity and support. The group of hands signifies the collective strength, resilience, and shared purpose that defines AMS. Each hand, each individual, is an indispensable part of the whole, contributing to a unified, supportive environment where together, we are greater than the sum of our parts.
In refining the AMS colour palette, we aimed to mature the existing brand colours by softening the bold red and blue into more sophisticated, muted tones. This evolution not only creates a stronger visual identity but also maintains a connection to the original brand, honouring its legacy while moving it forward. To enhance the brand’s approachability, we introduced a friendly secondary palette featuring soft, unisex greens and light grey. This thoughtful addition expands the ways AMS can express itself, particularly in digital formats and social media, making the brand more versatile and engaging. Importantly, the new colour choices were carefully selected with usability in mind, ensuring that the brand remains accessible to visually impaired audiences, reinforcing AMS’s commitment to inclusivity.
