Amperage Marketing + Fundraising has announced a rebrand that includes a new brand identity with an “evolved brand story,” as stated in a news release from the company.
The rebranding comes as the result of Amperage’s creative team turning their focus inward to advance Amperage’s brand, the release states.The rebrand includes a new logo and new company colors, as well as a new brand promise and messaging.
“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 Amperage President and CEO Bryan Earnest, in the release.
In an effort to recognize the changing needs of its clients and the business industry as a whole, Amperage went through an evaluative process focusing on its value and impact as a company. The rebrand process aims to align Amperage’s story with its identity, to reintroduce it to 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 at Amperage, in the release. “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.”
One part of its new story is sharing how Amperage fuses marketing and fundraising strategies with creativity to “inspire action” through telling the authentic stories of its clients.
Once the new story was in place, the Amperage team worked to align the brand’s identity with that new story. Central to its new identity is the new logo, which is meant to capture Amperage’s collaborative spirit through a bold but friendly wordmark, punctuated by a creative spark, the release notes. Nods to Amperage’s history can be found in the hexagonal cube shape within the spark, as well as with the accent color remaining within the palette.
The new color palette is intended to capture Amperage’s strategic thinking through a navy blue color dubbed “Midwest Nights.” The new palette is also meant to express Amperage’s creative side with pops of bright blues and greens, and multicolor gradients. The new typography is simple, clean and clear, allowing the new brand messages to be precisely communicated and understood, the release states.
“It’s important for a new identity’s tone to match the brand it’s part of,” said Sarah Pauls, creative director at Amperage, in the release. “With our new logo and identity, we are ensuring that our identity and broader brand are connected holistically and expressing how our smart strategy meets our compelling creative.”
The Amperage team has worked on several brand refreshes and rebrands for organizations in education, nonprofit, healthcare, manufacturing and finance. The company will use that experience with strategy and storytelling to roll out its own new brand.
“It’s fun when brand experts have the opportunity to rebrand themselves,” Ms. Earnest added in the release. “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.”
