Impact Area
Arts & Culture
Services
Brand Refresh
Identity Design
Digital Design
Motion
Amplify (formerly FReeZA) is a Victorian Government initiative that funds youth-led music and arts events for 12 to 25-year-olds across the state. After 25 years under the FReeZA name, the program needed a refreshed identity that would better connect with a new generation. Design by Nature was engaged to rename and rebrand the program – developing a vibrant, inclusive visual identity that aligns with the Brand Victoria Guidelines while resonating with young people.
The new brand centres around an abstract megaphone logo – symbolising voice, energy, and creativity. Its angular structure is based on the Victorian Government’s intersection device, with angles set at ±25.3° for consistency across collateral. The supporting visual system is dynamic and flexible, using these angular forms to build framing devices, layouts, and animations across print and digital. A vibrant palette of reds and pinks and the VIC typeface complete the system, allowing for bold yet accessible communications.
Developed in partnership with young creatives, Amplify now acts as a trusted mark for inclusive, drug-free events across Victoria. The brand supports everything from social media content to posters, banners, and toolkits for grant recipients – designed to engage, empower, and amplify youth voices.
