AMICITY (n.) goodwill between people

Every brand is a relationship.
Most don’t act like it.

↖ the whole idea, in one word

We find what connects.

Amicity is a creative strategy and direction studio helping brands and people become clearer, more distinctive and easier to care about.

See the work → Get a Read →

01 / Point of view

Nobody falls for a logo.

People remember what they understand.

They come back to what they trust.

They tell friends about what made them feel something.

They turn up for things they want to be part of.

That’s the space between a business and the person on the other side of it. It’s where brands are really built, and where most of them quietly lose people.

Amicity works in that space.

← this is the whole job

02 / Selected work

All work →

03 / What we do

Five capabilities. One point of view.

01

Brand & Creative Direction

What you stand for, how it should feel, and how it all shows up.

02

Personal Brand Direction

For people who are the brand: which parts of your story matter, and how to tell them.

03

Campaigns & Concepts

The idea that gives a launch somewhere to go.

04

Digital Direction

How someone should experience you online, from first scroll to first message.

05

Experiences & Community

Bringing a brand into the real world in a way people actually want to turn up for.

04 / Working together

Two ways to work with Amicity.

01 — The Read

Something’s not landing.

The Read finds out what.

A sharp strategic and creative read of your brand or personal brand. For when you know there’s more in what you’re building, but something between you and the people you want isn’t connecting.

What’s true

What’s genuinely interesting, distinctive and worth building around.

What’s lost

Where that’s being diluted, hidden or explained badly.

What connects

What will make the right people understand, care and come closer.

Where next

The three things that matter most, and how to act on them.

Short application. No call needed.

How The Read works → Apply for a Read

02 — Selected projects

For bigger ideas.

A repositioning. A launch. A personal brand. A website. An experience people will travel for.

Amicity takes on a small number of projects at a time, drawing on whichever capabilities the work needs. Each is led by Chanel, with the right specialists brought in. If yours has somewhere to go, tell us about it.

Tell us about a project →

05 / Founder

Led by Chanel Jasmine.

Founder of Show Up Sis. Behind Simon Ibekwe’s personal brand and Montego Flame’s first sold-out weeks.

Chanel built Show Up Sis from nothing: a Birmingham women’s community and experiences brand that grew because she paid close attention to what people actually responded to, and kept adjusting until it connected. She has directed its brand, repositioning, website, content and experiences, works on the personal brand and storytelling of heavyweight boxer Simon Ibekwe, and helped food business Montego Flame go from zero orders to fifty in a week.

Amicity is built around something she kept noticing: a brand can look right and still leave people feeling nothing.

About the studio →

What are you building?

Apply for a Read Tell us about a project