Deeply concerned by the increasing polarisation in Australia, Amplify – an independent, non-partisan initiative – embarked on a mission to bridge the divide. They created a community space where Australians from diverse backgrounds could connect, share their unique perspectives, and discover ‘uncommon ground’ on challenging issues.

Collaborating with the Colenso BBDO team, I contributed to the successful launch of Amplify. My responsibilities included developing key brand elements such as the logo, colour palette, and typography. I also designed Out-of-Home (OOH) materials, infographics, and storyboarded an explainer video. Finally, I helped roll out initial social media posts and email signatures.

A key visual element was the Venn diagram, used throughout OOH and social media campaigns to illustrate finding 'uncommon ground' where opposing viewpoints intersect. To ensure the brand resonated authentically, we employed an analogue-style typographic treatment for headlines, evoking the spirit of grassroots movements. The colour palette was carefully selected to remain independent of any existing Australian political parties.