Project
Translating AI-powered robotics into value for the waste industry.
Client
AMP
Workshop Type
Investors
- 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
Supermarket
Film
- Eastcherry
- Two Gents
3D Art
Andrés Belisario
Photography
John Hamblin
Design
- Mac Moss
- Kat Jones
Motion Design
Calvin Keller
![A portrait of a site manager wearing AMP gear inside of a waste facility.](https://images.prismic.io/figure-agency/ZgHKyscYqOFdyEif_AMP_Case_Study.png?auto=format%2Ccompress&fit=max&w=3840)
![An exterior of a black building with white AMP signage overtop.](https://images.prismic.io/figure-agency/ZgHLI8cYqOFdyEih_AMP_Building_Exterior.png?auto=format%2Ccompress&fit=max&w=3840)
![A portrait of a waste facility employee, smiling and wearing AMP gear.](https://images.prismic.io/figure-agency/ZgHLlMcYqOFdyEim_AMP_Case_Study_2.png?auto=format%2Ccompress&fit=max&w=3840)
![A mobile phone screen shows data and results captured from AMP's AI and insights platform.](https://images.prismic.io/figure-agency/ZgHMJ8cYqOFdyEis_AMP_Device_Mock.png?auto=format%2Ccompress&rect=1564%2C394%2C2204%2C2544&w=3840&fit=max)
![Rows of sorted recycled materials in bales inside of a waste facility.](https://images.prismic.io/figure-agency/ZgHNQccYqOFdyEi3_AMP_Case_Study_3.png?auto=format%2Ccompress&fit=max&w=3840)
![An advertisement for AMP on a billboard with the message, "See it, know it, sort it."](https://images.prismic.io/figure-agency/ZgHNXscYqOFdyEi4_AMP_Case_Study_4.png?auto=format%2Ccompress&fit=max&w=3840)
Next Project
47G
![](https://images.prismic.io/figure-agency/ZfNul7TwE6aM1KaV_47G_1.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Audience
Aerospace and Defense Talent
![](https://images.prismic.io/figure-agency/ZfNumLTwE6aM1KaW_47G_2.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Meaning
Utah’s Aerospace and Defense Ecosystem
![](https://images.prismic.io/figure-agency/ZfNumrTwE6aM1KaY_47G_4.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Personality
Explorer
![](https://images.prismic.io/figure-agency/ZfNumbTwE6aM1KaX_47G_3.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Focus
America’s Deep Tech Frontier
![](https://images.prismic.io/figure-agency/ZgMIA8cYqOFdyGLF_AMP_CaseStudy_Cover.png?auto=format%2Ccompress&fit=max&w=3840)