Amaze is a vibrant allied health clinic in Kenmore, offering speech pathology, occupational therapy, music therapy, and support services. With a growing team and evolving needs, their original start-up brand identity had become outdated and inflexible.
THE CHALLENGE
To evolve Amaze’s visual identity into something more polished and professional, without losing the child-centred warmth and familiarity loved by families. Key brand assets – especially the logo – needed to be retained to maintain continuity and avoid costly signage changes. The refresh also formed part of a strategic push to support recruitment and position Amaze as a confident, purpose-driven employer of choice in the allied health space.
THE APPROACH
As both a neurodivergent designer and parent of a neurodivergent child, I brought lived insight into the power of celebrating difference – an ethos that shaped the creative concept, “Imperfect, Perfect.”
The updated visual identity honours the brand’s original spirit while elevating its execution. A new suite of custom abstract illustrations was created in Adobe Illustrator, each inspired by the tools and methods used at Amaze – from crash pads and Auslan hands to music therapy symbols – with the iconic star element retained as a symbol of growth and resilience.
The identity system was built around a redrawn and expanded logo suite, refined for better clarity and versatility across formats. The colour palette was softened for a more approachable and professional feel, and typography was reimagined with a warm serif paired with a clean sans for a balance of personality and readability.
The Execution
The refreshed visual identity was rolled out across a comprehensive range of brand touchpoints, creating a cohesive and consistent experience at every level of interaction.
A full redesign of the Amaze Children’s Therapy website was delivered, with a responsive build tailored to meet the needs of two core audiences: families seeking support, and allied health professionals exploring career opportunities. The new site architecture was strategically restructured for intuitive navigation and clear user flows, with additional lead generation forms introduced to streamline enquiries for new clients, career applicants, and room hire.
Key business collateral was also updated to reflect the new identity, including business cards, school program flyers, branded offsite lanyards, and thoughtfully designed welcome packs for new children and families joining the clinic.
