AmplifyChange is a charity and multi-donor challenge fund. We support local organizations—primarily across Africa and South Asia.

We provide direct grants to organizations working at local, country, or regional levels, helping them drive change within their communities. Alongside funding, we offer resources and peer learning opportunities to build resilient, sustainable advocacy movements.

AmplifyChange was founded in 2014 by a group of governments and foundations who wanted to remove barriers for grassroots organizations—especially those too small, too remote, or working on under-prioritized issues—to access international funding.

Since then, we’ve awarded nearly 1400 grants across 67 funding rounds, supporting advocacy efforts in some of the most challenging environments.

Our focus spans five core areas: ending gender-based violence (including sexual and domestic violence, child marriage, and FGM); ensuring young people have access to education and youth-friendly services; expanding access to safe abortion care; and improving services for marginalized groups like people with disabilities, refugees, and those living with HIV/AIDS.

Our original brand dated back to 2014. Ten years on, we’d evolved significantly as an organization—and it became clear our visual identity needed to better represent that growth. We also received feedback that our logo, typeface, and color scheme weren’t very accessible.

The rebrand was a chance to reflect on who we were, how we were showing up visually, and how we could better address those accessibility challenges.

Marking our 10-year anniversary gave us a natural moment to pause and recognize how much we’d grown—from just grant-making to encompassing further areas of support for wider movements for sexual and reproductive health and rights.

“It was a perfect time to look at ourselves—who we were, how we’d evolved, and how the brand was (or wasn’t) telling that story.”

Our former logo had become quite recognizable, especially among civil society groups applying for funding and within the international community. So, in refreshing our brand, it was important to preserve elements of that identity—particularly the ethos behind it.

We kept the radiating lines, a core part of both the old and new logos. They’ve always represented amplifying the voices of local civil society organizations, and we wanted that message to remain front and center.

The biggest visual shift was moving from a half-circle design with gender symbols to a butterfly. The butterfly still carries the radiating lines but adds new layers of meaning. The wings symbolize partnership—between local organizations and donors—working together to drive change through direct funding and support.

Butterflies also represent growth, transformation, and freedom—all themes that reflect the work we support across SRHR movements. They symbolize the evolution of the organizations we fund, as well as the freedom to access rights and services that many are still fighting for. In that sense, the butterfly captures both the impact and the aspiration behind our mission.

When we decided to move forward with a brand refresh, we put out an open call for proposals. Studio Sana, led by Sana Iqbal quickly stood out and won the call for proposals. Their portfolio was striking, their process was comprehensive and participatory, and their commitment to social justice strongly aligned with our mission.

The process began with a deep audit of our existing materials and an exploration of how similar organizations were presenting themselves. We hosted focus groups and interviews with key stakeholders—including our grantee partners—and sent out broader surveys. It was important to involve the voices of those we support directly.

Sana then led a strategy workshop with our team to help shape the direction of the new identity. Based on that, she developed a range of design routes, and we worked through further rounds of consultation to arrive at the final brand.

We were especially happy that the process included not just our core team, but also our extended network—global grants managers, grantee partners, and donors. Everyone had a voice in shaping how we represent ourselves.

Studio Sana also designed our main website and our sister site, AmplifyChange Learn—our learning platform where grantee partners share their experiences and advocacy strategies. They supported us across both platforms and helped update key materials across the organization.

Gold connects back to our original brand, which used a gold, black, and white palette. It had become part of our visual identity—just like the radiating lines—so it was important to carry that through into the new design.

For the broader color palette, we drew inspiration from the bright colors, patterns, and fabrics found across the countries we fund in Africa and South Asia. The idea was to reflect the environments and cultures our grantee partners are part of, and to center the work they’re doing in their local contexts.

Visually, the goal was to represent not just AmplifyChange as an organization, but also the people and movements driving change on the ground.

The pattern used across the website is new to our brand identity and is derived from our logo. The radiating lines—core to our visual identity—were deconstructed and reimagined into a repeatable motif.

It continues the idea of amplifying the voices of grantee partners while also nodding to the cultural contexts of the countries where they’re based. The pattern is inspired by the vibrant colors and symbols seen in those regions.

Our previous identity was very minimal—no motifs, limited use of color. With the refresh, we wanted to reflect the boldness of the work our grantee partners are leading. Their work is important, powerful, and worth celebrating. That energy is now reflected visually through the colorful motifs and patterns, which became a key part of the rebrand.

The core mission and ethos of AmplifyChange haven’t changed since our founding—we believe in a world where sexual and reproductive health and rights are available to all. Strengthening movements for change is how we believe progress happens, and our brand needs to reflect and amplify that.

We wanted the new identity to visually represent the values we stand for: freedom to love, freedom of choice, freedom from violence, and access to health and human rights. Amplifying those messages was key.

Our grantee partners remain at the heart of our work. Supporting them with resources and connection is crucial—not just for local impact, but for broader change.

While we started as a grantmaker, we've grown into something more. Over the years, we’ve become a stronger partner to local civil society organizations—supporting them not only with funding but also with organisational strengthening and knowledge sharing.

So the new identity isn’t about changing who we are. It’s about showing how we’ve grown, and how we’re striving to be the best possible partner to the communities we serve.

We want to be seen as a strong, reliable partner—not just for donors channeling funding to local civil society advocacy, but also for our grantee partners. The organizations doing the hard work on the ground, leading change directly within their communities, are central to everything we do.

With the new brand, we want to show that we’re not afraid to stand behind issues that may be seen as controversial. We know there are organizations working in difficult contexts, creating meaningful change, and we want to be right there with them.

They’re the ones doing the bold, brave work. Our aim is to show up as a partner who stands beside them—visually and practically—supporting them with strength and clarity. That’s what this brand is about, and that’s how we want to be seen moving forward.

What I’m most proud of is how collaborative the process was. We made a real effort to bring in as many voices as possible—grantee partners, donors, our team, and wider stakeholders. A lot of credit goes to Studio Sana for leading a process that was participatory from start to finish.

When the brand was finalized and ready to launch, the response was incredibly positive. Our grantee partners and donors were both really excited about how the story was being told.

By involving so many perspectives, the final brand truly reflects who we are and what we stand for. It symbolizes the collaborative nature of our work and our shared commitment to driving positive change.