Background
By early 2025, Amaze had grown through product development and acquisitions, creating multiple sub-brands like Spring, Amaze Studio, and Fresh Vine Wine. Each carried its own history, style, and audience—but lacked a unifying story. This fragmentation created confusion both externally and internally, even making it difficult for the CEO to explain Amaze’s big-picture vision to investors.
To address this, Amaze embarked on a six-month rebrand to unify its identity, clarify its messaging, and build a flexible design system that could scale with future growth.
My Role
As Design Director, I worked closely with Grace Baldwin (Product Marketing Manager) to align strategy, messaging, and design execution. Together, we facilitated workshops to surface challenges, define positioning, and establish a clear creative direction. My focus was leading the visual identity and design systems, while ensuring that the brand translated seamlessly across product, marketing, and investor communications.
Visual Brand Leadership – Directed the creation of a unified design system, consolidating fragmented sub-brands into one cohesive identity.
Collaboration with Marketing – Partnered with Grace Baldwin across workshops and research to translate strategic messaging into a clear, down-to-earth visual direction.
Design Execution – Oversaw typography, color palette, iconography, and templates, building scalable systems for marketing and product design teams.
Creative Operations – Introduced AI-powered creative templates, asset libraries, and brand guidelines to make production faster and more consistent across teams.
My Impact
Unified Identity – Transformed Amaze’s brand from five disconnected sub-brands into one corporate brand with six connected sub-brands, supported by a scalable design framework.
Visual System Built to Scale – Developed guidelines and tools that enabled rapid, on-brand asset creation, cutting turnaround time and reducing duplication across design and marketing.
Stronger Storytelling – Helped turn complex, aspirational messaging into a clear narrative that employees, leadership, and investors could rally behind.
Cross-Functional Alignment – Equipped internal teams with shared templates and frameworks, ensuring design consistency and improving collaboration across departments.
Future-Proofed Brand – Created a flexible system that allowed future acquisitions and new products to be folded seamlessly into the Amaze ecosystem.
Credits
This rebrand was a collaborative effort, made possible by the contributions of many talented team members:
Grace Baldwin –Product Strategist
Natalie Ellis-Wilson – Project Manager
Levi Benton – Web Development
Nichole Ott – Graphic Design
Kristen Basco – Graphic Design
Amelia Bentacourt – Content
Danielle Pederson – VP of Marketing
Apps
