Case study · 2026

AMP

An identity for a portable speaker whose feature is range. The speaker's face became the a, its light line the counter, and the counter fills with orange to show how far the sound reaches.

Client: AMP
What we made: Strategy, Identity, Photography, Art direction

Five people in black suits dancing across a white salt flat, far from an orange speaker resting in the foreground

AMP is a portable speaker for 18 to 24 year olds that keeps playing up to 150 m from your phone. We built the brand around one idea: distance is the unit. The mark is drawn from the product itself, and it measures.

01 · The brief

A speaker whose feature is distance.

Portable speakers sell loudness, bass and toughness, usually in the same orange-and-black. AMP's difference is range: it keeps playing when the phone is 150 m away, and many AMPs can play as one.

The audience is 18 to 24. They carry the speaker like a bag, not like gear.

02 · The idea

Distance is the unit.

Every decision measures. Frames are wide and quiet, with people far from the speaker. The name is spread across a surface: a at one edge, p at the other, the space between as the reach.

Orange marks the source and nothing else. One orange thing per frame.

A hand lifting the orange AMP speaker by its strap loop above a white salt flat

A woman in a white shirt leaping across a rooftop under a blue sky, the orange speaker on the ledge in front

The AMP letters spread across four surfaces, from a phone app bar to a 12 m billboard; the wider the surface, the further apart the letters — The span: the wider the surface, the further the letters travel.

03 · The signature

The speaker's face is the a.

The product is a slim slab with one thin light line along its edge. Drawn as a letter, its face is the a: a full round at one end, the stem at the other, and the light line as the counter.

The p is the same face turned round, its short stem dropping as the strap. The m's two arches link the faces, so the whole name reads as one long speaker.

One weight, one family of full rounds, a micro-radius on every other corner.

Construction drawings of the a, the arched m, the p and the app icon showing their anchor points: 13 to 21 each — Drawn as true curves: 13 anchors for the symbol, 47 for the word.

04 · The gauge

The mark shows how far.

On the product, the light line fills from one end to show how far away the phone is. The mark does the same: orange sweeps each counter from the centre outward and comes to rest full.

Full orange is the mark at rest, and plain ink its one-colour version. The sweep plays wherever the mark can move: the app, the site, the launch film.

Four AMP wordmarks in a row, their counters empty, a third lit, two-thirds lit and fully lit in orange — Off, near, far, at rest.

05 · The world

Measured out, never stamped on.

Posters carry the span and a distance. The app's range screen is a single line from you to the speaker. The box says what it is, how far it reaches and which colour it is. Nothing else.

A six-sheet poster of a woman leaping over a roof, an app screen showing the speaker 140 m away, and the white box with an orange side — Poster, the app's range screen, the box.

The AMP shop page: a hand lifting the orange speaker by its strap beside the price, specs and the orange colourway — The shop. Specs are distances and counts, never adjectives.

Concept: A self-initiated concept by Signal Eight, made to show our capabilities.
Made by: Signal Eight: strategy, identity, art direction
Images: Art-directed to one rule: people far from the speaker, one orange thing per frame
Type: Host Grotesk (Element Type, SIL Open Font License)

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