Amaze Children’s Therapy is a vibrant allied health clinic based in Kenmore, home to a passionate team of speech pathologists, occupational therapists, music therapists, and allied health assistants.
Developed during start-up, the BRAND'S original visual identity had become outdated and too rigid to support the clinic’s evolving needs. The brief - to evolve and expand the visual identity, creating something more polished and professionaL, while staying true to CLINIC'S core values and playful, child-centred spirit.
Retaining key brand elements, including the original logo, was essential to maintain continuity for families and avoid a full signage overhaul. This refresh was also a key part of a broader recruitment strategy, designed to help Amaze stand out as a confident, contemporary, and values-led organisation - one that reflects the calibre of its team and appeals to allied health professionals looking to join a purpose-driven clinic tHAT OFFERS LIFE-WORK BALANCE (YES, IN THAT ORDER).
THE CONCEPT
As both a neurodivergent designer and a parent to a neurodivergent child, this project held deep personal significance. I approached the brand concept with a lived understanding of the importance of celebrating difference and of seeing value in the beautifully imperfect. This became the foundation of the creative direction "imperfect, perfect" - a concept that reflects Amaze’s belief that each child’s uniqueness is not only accepted, but celebrated. It’s this diversity that gives the clinic its purpose.
The clinic’s original visual language made strong use of stock sourced abstract vector shapes, and rather than move away from this entirely, I chose to evolve it. I re-drew a new suite of abstract illustrations in Adobe Illustrator, inspired by the tools, environments, and therapeutic methods used at Amaze. Each element holds meaning: a hand to represent Auslan and non-verbal communication; a crash pad, used in proprioceptive therapy; musical notes and guitar shapes to reflect the clinic’s music therapy offering; and the star - a key visual element from the original brand - retained to honour the effort, resilience, and progress of every child and their family.
The new illustrated elements became the foundation for a broader visual system - one designed to bring greater cohesion, flexibility, and clarity to the brand's visual identity. Central to this system was a refined logo suite. By evolving the original stacked combination mark, I created a set of versatile assets, including a standalone wordmark and logomark, allowing the brand to adapt seamlessly across a variety of platforms and formats.
To support this evolution, the logo was carefully redrawn with a more contemporary, balanced feel - retaining its recognisability while enhancing overall polish. The colour palette was also reworked: overly saturated tones were softened, and a set of warm neutrals was introduced to create a more approachable, professional, and accessible visual language.
Typography played a key role in this transformation. A characterful serif was chosen to replace the previously overused display fonts - adding a sense of trust and warmth, while also bringing clarity to the brand’s voice. Paired with a clean sans serif for supporting copy, the type system strikes a thoughtful balance between playfulness and professionalism, perfectly aligned with the spirit of the clinic.
THE EXECUTION
With the refreshed visual identity in place, the Amaze Children’s Therapy website was redesigned across mobile and desktop formats to reflect the updated brand and better serve both key user groups: families seeking support, and potential therapists exploring career opportunities. The site architecture and layout were restructured to prioritise user experience, following modern UX/UI best practices and WCAG 2.1 level AA guidelines.
The website refresh was delivered alongside updated photography and video content, with additional video editing completed to support both the site and future social media needs. Short-form videos were edited using CapCut to create dynamic, on-brand assets that could be easily repurposed.
The visual identity was also extended into a suite of editable Canva templates for Instagram, Facebook and LinkedIn - giving the Amaze team the tools to manage their own social media presence confidently, with consistency and professionalism.
A comprehensive brand guide is currently in development to support ongoing use of the identity, with continued brand consulting and creative support provided by Amy Cook.
