Project Type: Redesign + Brand Strategy
Timeline: 6 weeks
Amayze Athletics is a performance training brand working with athletes at all levels; from youth, college to the pros. They've built a reputation throughout Cleveland through word-of-mouth and real results, but they no website, no cohesive brand identity, and no scalable way to communicate to potential clients.
The challenge wasn't just "make a website." It was: how do you position a local training brand to compete with larger, more established programs? How do you build stand out trust with parents who are evaluating where to invest in their kid's development? And how do you create a system that works today but can grow with the business wherever they decide to go.
Without a clear brand foundation; every decision, every flyer, every post, every conversation with a new client was starting at zero. That's not sustainable.
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Gaps
Before touching Figma, I mapped out the strategic foundation. Three questions guided the work:
Who are they really competing against? Who do they highlight as inspiration or competition is one thing; but they're competing against the perception that "serious" training only happens at big-name facilities. The brand needed to feel premium without being inaccessible.
What’s the current sentiment from the parents and athletes currently in the program? Do they feel like this is legitimate, professional, results-driven training or is it just another guy with a whistle. It was important to learn about the opportunities and the strengths of the current brand so we could adjust accordingly and communicate that in the brand.
Where will this be going in 2 years? The owner has a lot of aspirations and ideas but before being able to focus on the big fish, we wanted to ensure we were aligned on the fundamentals. A brand system that works across multiple locations, merchandise, digital content, partnerships. Everything I designed had to scale.