The Amplify Academy
THE BRIEF
Esmee, the founder of The Amplify Academy, came to me with her powerful mission; to help women feel strong, confident, and empowered in both body and mind. As an online coach and personal trainer, she wanted her branding to reflect more than just quick-fix programs. For Esmee, it wasn’t about a six-week shred, it was about creating a lifestyle that women love.
She was feeling stuck with her existing brand and knew it didn’t capture the energy, warmth, and long-term vision she had for her business. Esmee wanted to move away from the hyper-masculine gym aesthetic and the overly polished "wellness" look, and instead craft a brand identity that felt grounded, vibrant, and deeply supportive.
Her goal was to build a brand that inspired women to take up space, train with purpose, and pursue strength - physically and mentally. The branding needed to feel elevated, empowering, and unapologetically confident, just like the women she works with.
THE IDEA
When it came to the idea stage, I wanted to explore the word ‘Amplify’ and the meaning behind it for Esmee. I created a strong moodboard with lots of ideas surrounding community, strength, and confidence. The logo became the main focus of the brand. I really wanted to highlight the word Amplify, to show the transformation that Esmee provides to her clients.
It was also important to add a subtle hint towards her business industry, and I did that by adding a dumbbell into the logo in a dynamic way.
THE CREATION
THE RESULTS
“Working with Rhiann on my rebrand was honestly a dream. She took my vision and brought it to life in a way I didn’t even know was possible. From start to finish, she was professional, responsive, and full of great ideas. She didn’t just create amazing visuals, she gave me the guidance I needed, helped me choose the right package for my goals, and made the whole process feel so easy.
The turnaround was super quick, communication was clear throughout, and I genuinely felt like she cared about getting it right. I’m so happy with the end result and finally feel like my branding reflects who I am and what my business stands for. Couldn’t recommend her more!”
Esmee Laville, Founder of The Amplify Academy
