Designed to Unite: The Story of Amalgam’s Identity
Identity Design
The Challenge
Amalgam needed a inclusive identity that is memorable and approachable - representing diverse people and varied experiences while resonating with a broad audience in a competitive market.
Concept Note: Wave of Emotions
During the exploration phase, in deep conversations with the founder, a clear vision for the brand began to emerge. Amalgam isn’t just about events—it’s about crafting experiences that move people, sparking a wide spectrum of emotions and human connections. The founder described these moments as emotional waves—rising, falling, and peaking in powerful, memorable ways.
Inspired by this insight, I developed the concept of the “Wave of Emotions” as the core narrative for the brand identity. This idea became the foundation for a custom typeface—designed to visually echo the fluidity, rhythm, and dynamic energy of the emotional journeys Amalgam creates. The result is a brand identity that not only stands out visually but also resonates deeply with the human experience it represents.
Blending People, Emotions & Identity
At its core, Amalgam is about bringing people together—individuals from diverse backgrounds, cultures, and walks of life—united through powerful shared experiences. To capture this essence, the visual identity draws from two key ideas: diversity in form and depth in emotion.
Distinct shapes represent the variety of people Amalgam brings together—each form unique, yet harmoniously connected. To reflect the emotional spectrum experienced at their events, a palette of bright, earthy tones was used—each color symbolizing a different mood, energy, or emotional peak.
Final logo
Together, these elements fuse to form the Amalgam logo—a visual embodiment of unity, emotion, and human connection. It’s a brand identity that not only looks cohesive but feels alive—just like the experiences Amalgam creates.
Capturing Emotion Through Design
Working on Amalgam allowed me to dive deep into the psychology of events and human connection. It was a rewarding process of translating intangible experiences into a bold, meaningful design solution - one that truly captures the essence of what Amalgam stands for.
