Overcoming Fragmentation

It’s common knowledge in B2B rebranding that when you talk to everybody, you talk to nobody. The company had grown through rapid product development and acquisitions, ending up with multiple sub-brands—each with its own audience and style.

The business was left with messaging that lacked a single, clear story. Even the CEO found it challenging to articulate the vision in high-stakes meetings, and employees struggled to describe what Amaze actually did. The challenge was deep-rooted: Who exactly is Amaze for? And how do we tell one compelling story that can scale?

Strategy-First Rebranding

This wasn’t a problem that could be solved with a new logo alone. We began with deep discovery, stakeholder workshops, and audience research to surface the realities of competing internal visions and shifting business goals.

Core Insight: Marketing to an Identity, Not a Job Title

Historically, Amaze marketed to "creators." However, our research showed that top-performing users had evolved into entrepreneurs and industrialists. Furthermore, enterprise accounts were increasingly seeking ways to tap into the creator economy but didn't know how.

This sparked a crucial shift in our B2B rebranding strategy: we moved from messaging to "anybody" to messaging to a shared identity of "innovators." By focusing on ambitious brands—both solo creators and enterprise CMOs—we created a narrative that resonated with those most likely to succeed.

Strategy Development

With that insight in place, BrandStack built a strategy around three big shifts:

1. Focused Positioning: Centering on the specific needs of ambitious, high-growth brands.
2. Grounded Messaging: Stripping away vague slogans in favor of real, scalable value.
3. Built-in Flexibility: Designing a system that supports new products and evolving priorities—a hallmark of SaaS rebranding best practices.

Creative Execution & Technical Storytelling

Turning this strategy into reality required a fundamental update to the brand’s verbal and visual identity:

• Messaging and Brand Voice: We built messaging frameworks to give every team a shared language. The new voice is less about "vibes" and more about revenue and scalability, speaking directly to those focused on business results.
• Unified Design System: The internal design team developed a design system that balances vibrancy with trust, allowing for the rapid creation of on-brand assets without sacrificing quality.
• Practical Implementation: We provided the tools, including AI prompts and asset libraries, to keep Amaze consistent at scale. 

The new positioning turned Amaze’s product suite from a commodity into an identity builder. While the rollout is ongoing, the brand overhaul has already delivered tangible results:

• Internal Alignment: By creating a shared language, we eliminated duplication and confusion. Teams are now aligned on what the brand stands for and can execute faster.
• Flexible Production: The unified system has cut down production time significantly. As one team member noted, "I don't have to spend half an hour deciding what goes into a post; I know it checks all the boxes."
• Scalability for M&A: Amaze now has a foundation that won't break when new acquisitions are made. The vision is obvious to investors, positioning Amaze as a leader in the next iteration of the creator economy.

This project stands as one of our most successful B2B rebranding case studies, proving that a clear, strategic narrative is the ultimate engine for growth.

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