Creating voice and visibility
Making waves in the music industry, Gender Amplified is more than a non-profit: it’s a movement.
Driving change in modern music technology, Gender Amplified empowers the next generation of women and non-binary music producers, arming them with the tools, technical skill and support they need to carve a career in the industry.
Music production is a role that can often feel unseen, invisible and unheard: especially for anyone who isn’t male. Women and non-binary people claimed less than 5% of producer and engineer credits across the top 50 streamed songs of last year. Fueled and spurred on by this inequality, Gender Amplified focuses on building equitable pathways through state-of-the-art education and community events.
To take their powerful movement to the next level, Gender Amplified needed a brand identity and website to cut through the noise and deliver instant impact.
Evolution in action
Gender Amplified brought Aquí on board to craft an identity that felt both nurturing and empowering, yet high tech and bold.
The logo needed to feel like a unifying force; a symbol that community members will take pride in and identity with. We combined a symbol and a wordmark, morphing together the G and A in a nod to fusion and collaboration. As the movement is all about amplification and evolution, the centre of the symbol is a fluid vortex– but we sharpened the edges of the letters to incorporate all-important legibility. We opted for title case for the wordmark to feel approachable and authoritative.
In contrast, we decided to communicate loud, unapologetic expression through the colour palette. It’s important that Gender Amplified is a safe haven for expression and creativity, veering away from the restrictions of gender norms. We crafted a palette that feels future-forward, progressive and tech-inspired, filled with electrifying contrasting colours. Light Cobalt Blue stands for ingenuity, while Fresh Mint evokes renewal and growth.
To complete their bold new brand identity, we selected Hanken Grotesk as their typeface. Its clean geometric feel balances out the dynamic symbol, making it feel more established yet approachable.
Musicality and movement
Gender Amplified’s website needs to connect with two distinct audiences: the community members who need nurturing and empowering, and the investors who need educating and inspiring. We set about designing an accessible, impactful and welcoming website, infused with a modern gender-expansive feel.
We applied the colour palette in an intentional way– pairing deep black with fresh mint for an electrifying impact, and frost white with cobalt for an uplifting feel.
Gender Amplified is a movement that is constantly evolving, so we peppered abstract motifs throughout the site to create a sense of dynamic action. We created the motifs by modifying and duplicating the GA letter symbol, until we had created a vortex symbol that felt reminiscent of music equalizer graphics.
Armed with a fluid and bold new brand, Gender Amplified is a movement with creativity, expression and equality at its core. (Please note: Gender Amplified’s final selection may differ from visuals shown in this case study.)
