Amayze Athletics: Brand foundations + Website
Performance training brand with no digital presence. Built a brand system and website designed to scale as they grow.
Great training. No brand presence.
Amayze Athletics is a performance training brand working with athletes at all levels—from youth and college to the pros. They’ve built a reputation throughout Cleveland through word-of-mouth and real results, but they had no website, no cohesive brand identity, and no scalable way to communicate to potential clients.
The challenge wasn’t just “make a website.” It was: how do you position a local training brand to compete with larger, more established programs? How do you build standout trust with parents who are evaluating where to invest in their kid’s development? And how do you create a system that works today but can grow with the business wherever they decide to go.
Without a clear brand foundation, every decision, every flyer, every post, every conversation with a new client was starting at zero. That’s not sustainable.
Start with clarity, build for scale.
Before touching Figma, I mapped out the strategic foundation. Three questions guided the work:
Who are they really competing against?
Who they highlight as inspiration or competition is one thing; but they’re competing against the perception that “serious” training only happens at big-name facilities. The brand needed to feel premium without being inaccessible.
What’s the current sentiment from the parents and athletes currently in the program?
Do they feel like this is legitimate, professional, results-driven training or is it just another guy with a whistle? It was important to learn about the opportunities and the strengths of the current brand so we could adjust accordingly and communicate that in the brand.
Where will this be going in 2 years?
The owner has a lot of aspirations and ideas, but before being able to focus on the big fish, we wanted to ensure we were aligned on the fundamentals—a brand system that works across multiple locations, merchandise, digital content, and partnerships. Everything I designed had to scale.
Built to feel premium, designed to scale.
The logo needed to communicate strength and intensity without feeling aggressive or unapproachable. The panther icon works across digital and print, scales to small sizes, and gives them a mascot-level identity that athletes can rally around.
This went beyond my skillset, so we outsourced the bulk of the logo work to Aawfulaaron, who developed this panther.
A website built to convert, not just inform.
We made the hero more actionable and intentional for the user.
Services are framed as outcomes. “Speed & Agility” tells you what you’ll gain. The grid and card system is easy to expand and swap out in the future.
Other deliverables
What the client received:
- Brand guidelines (logo usage, color specs, typography rules)
- Fully responsive website (HTML/CSS, ready to deploy)
- Business card designs (print-ready files)
- Social media templates (Instagram post/story dimensions)
- Photography art direction guide
What this unlocks
If Amayze Athletics launched with this brand and website, here’s what changes immediately:
They can send a link instead of explaining who they are in every conversation. Parents researching options see a legitimate, professional operation.
The brand works across every touchpoint—from Instagram to business cards to apparel—without constant redesign decisions.
More importantly, they have a foundation that scales. When they open a second location, the brand expands. When they launch a merch line, the visual system supports it. When they start creating content, the brand voice is already defined.