Translating AI-powered robotics into value for the waste industry.



Workshop Type

Brand Launch


  • Sequoia Capital
  • Microsoft Climate Innovation Fund
  • GV
  • Valor Equity Partners
  • Wellington Management
  • Congruent Ventures
  • Sidewalk Infrastructure Partners

When we met, AMP had powerful A.I. and robotic technology, but no way to clearly communicate its value to their customers.

We helped AMP articulate a more focused value proposition that would resonate with their customers in the waste industry, which we used to drive a new product architecture and brand strategy. We amplified the resulting focus, “The Power to Solve Waste,” through a new visual identity, website, and case study films.

What we created

  • Brand Strategy
  • Visual Identity
  • Product Strategy
  • Case Study Films
  • Website Design
  • Brand Collateral

Web Development



  • Eastcherry
  • Two Gents

3D Art

Andrés Belisario


John Hamblin


  • Mac Moss
  • Kat Jones

Motion Design

Calvin Keller

A portrait of a site manager wearing AMP gear inside of a waste facility.
An exterior of a black building with white AMP signage overtop.
A portrait of a waste facility employee, smiling and wearing AMP gear.
A mobile phone screen shows data and results captured from AMP's AI and insights platform.
Rows of sorted recycled materials in bales inside of a waste facility.
An advertisement for AMP on a billboard with the message, "See it, know it, sort it."

Next Project


Accelerating Utah’s aerospace and defense industry.

Brand Audience
Aerospace and Defense Talent
Brand Meaning
Utah’s Aerospace and Defense Ecosystem
Brand Personality
Brand Focus
America’s Deep Tech Frontier