AMPD

Identity System Design

AMPD is a fitness and wellness brand designed to replace the former Manly Sea Life Sanctuary. Inspired by the energy of movement and the rhythm of a heartbeat, the project explored how branding can create an immersive and high-energy experience that connects with a modern, lifestyle-driven audience.

The goal of the project was to develop a cohesive identity system that strengthened the overall brand experience, improving how users navigate and interact with the space while reflecting the energy and movement of the brand. A major focus was the creation of a strong typographic system that extended across the entire identity, from signage and wayfinding through to digital platforms, campaign assets and branded touchpoints.

Visually, the identity combined bold typography, movement-inspired layouts and a clean contemporary aesthetic to create a brand experience that felt dynamic, engaging and cohesive across both physical and digital environments.