Amplo

Amplo, the artist's administrative service formerly known as 't-heater', is a pioneer in human resources for the creative sector. It brings a ton of experience, thorough legal expertise and personal advice. Deadlines drive creative people. It is the kind of stress they can handle. Paperwork is another matter. Amplo takes the practical hassle off the hands of actors, technicians and set designers, to mention only a few, so they can fully commit to their profession. Amplo also knows that a personal connection is just as important as an impeccable service. The new name reflects that: Amplo's expertise amplifies creatives' talents. The organisation needed a corporate identity that shows it is strong and solid.

For the logo, we focused on the supporting role Amplo plays. Bold shadows reveal the wordmark in the negative space. This shows Amplo as the HR partner that puts artists in the spotlights and sets the scene for other people to shine. We used the shadow effect subtly in complementary graphic elements too. The creative sector is a dynamic business. To amplify this energy, we selected a wide range of bright colours and combined them in powerful palettes. It is a good way to reassure freelancing artists: "no worries, we've got you covered".

We developed a corporate identity for Amplo, built around the new name and the line "You have to become who you HR". The new logo shows the wordmark in the negative space of bold shadows. The same shadow effect returns in complementary graphic elements. The identity also has a wide range of bright colours, combined in powerful palettes. The many peppy colour combinations work well in the various applications. Together they give Amplo a look that is solid and energetic, and that puts the artists in the spotlights.