Amicity (n.) goodwill between people

Built on connection.

The name is where it starts, not where it ends.

Before anyone buys, follows, books or recommends, something has to connect: they understand what you are, it feels relevant to them, and they trust it enough to come closer. That relationship between a brand and the people on the other side of it is what Amicity works on.

The founder

Chanel Jasmine

Before Amicity, there was a daily video telling women to show up for themselves. Then a walking club, so they had a reason to. Then a community, a calendar of experiences, brand partnerships, press, and a full repositioning of the brand around the idea of experiencing more of life.

Chanel did that by watching closely: what people booked, what they shared, what they came back for, and what they quietly ignored. That instinct for where a brand connects with people, and where it loses them, is what Amicity is built on.

She comes from business, not an agency. She’s worked in fitness as a qualified personal trainer and in food, built a brand people pay to turn up for, and learned creative direction by doing it with her own name on the line.

How the studio works

One creative lead. The right specialists.

Chanel leads the strategy, ideas and direction on every project. Designers, developers, photographers, filmmakers and writers are brought in when the work needs them, so there’s always one clear vision holding it together.

What we do

Five capabilities. One point of view.

Brand & Creative Direction

For brands that have outgrown how they look and sound, or never quite found it. Positioning, audience, messaging, story, personality, visual direction and creative references: the decisions every designer, writer and photographer you hire should be working from. Amicity sets the direction; specialists bring it to life where needed.

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

Seen in: Show Up Sis, Montego Flame

Personal Brand Direction

For founders, athletes, experts and anyone building in public. Who you are to an audience, what to say now and what to save for later, and the content world, recurring series and digital presence that give people a story to follow.

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

Seen in: Simon Ibekwe

Campaigns & Concepts

For something to launch, announce or get noticed. Before there are assets, there has to be an idea. We find it, then shape the messaging, visual direction, creative treatment, shoot direction and rollout around it.

The idea that gives a launch somewhere to go.

Digital Direction

Website strategy, structure, customer journey, copy direction, imagery and social presence: how your brand should feel to someone meeting it on a phone. Websites can be designed and built through the studio, but the thinking comes first.

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

Seen in: Show Up Sis, Simon Ibekwe, Montego Flame

Experiences & Community

Concepts, activations, guest journeys, programming, community strategy and the moments people share afterwards. Built on running experiences people actually buy tickets for, not just planning them on paper. Production is scoped separately where needed.

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

Seen in: Show Up Sis

Capabilities, not packages. A project draws on whichever ones it needs.

Working together

Two ways to work with Amicity.

The Read

A sharp outside read of your brand, with three clear priorities.

How The Read works →

Selected projects

For bigger ideas: a repositioning, a launch, a personal brand, a website or an experience people will travel for. Amicity takes on a small number at a time.

Tell us about a project →