2022
/
PRODUCT launch
/
senior art director
The project
The challenge
If we wanted the word “unfiltered” to come off as more than just vibe-washing, it couldn’t be a brand launch gimmick, it had to authentically extend throughout every inch of Amp. Starting with minimal visual assets, I helped build a motion system from the ground up to capture the rawness of live radio, then expanded the visual identity and refined the tone of voice to keep it consistent, human, and a little rough around the edges.
The impact was immediate:
“Probably the only time I've commented on an ad. Great motion design team!”
“Followed y'all just because of how SICK the graphic design & ads are! The team is killing it!!!”
To kick things off, A-list talent went live on the platform, drawing in their audiences in real time. In the promo materials, I kept talent imagery front and center to leverage their influence and make the work feel human, while ensuring Amp’s own character stayed clear and present.
We introduced paid social to build on the momentum from launch, and developed creator toolkits with sticker packs, lower thirds, and other assets to help hosts promote their shows organically and engage their own audiences.
With the core brand in place, we were tapped to build sub-brands for top creators’ shows that reflected their authentic voices while staying true to Amp’s raw, energetic ecosystem.
Get in touch