AmpliFund Rebrand Project

A new brand identity positions grant management software for growth in an emerging market

Project Overview

Developed by StreamLink Software, AmpliFund is a leading grant management platform for public sector and nonprofit organizations. Looking to strengthen brand awareness for AmpliFund, StreamLink Software came to Walker Sands for public relations and branding strategy. Together, the two teams quickly realized that an unclear brand and product architecture was causing confusion between StreamLink Software and AmpliFund. As a result, Walker Sands recommended prioritizing a full rebrand that would elevate AmpliFund to the forefront while presenting an updated, modern look and feel to clients and prospects. By providing clarity and consistency through a strategic rebrand, Walker Sands helped position AmpliFund as a leader in its emerging market.

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The Challenge

Over the years, StreamLink Software developed several successful SaaS solutions, but after seeing the potential of AmpliFund, its grant management software, the company decided to exclusively focus on scaling to capitalize on market potential. Recognizing the need for increased brand awareness, StreamLink Software came to Walker Sands to implement a strategic public relations campaign and to refresh the AmpliFund brand, which was poised for explosive growth in its emerging market.

As it stood, AmpliFund’s marketing materials and website,, presented a confusing brand and product identity. Additionally, both names – StreamLink Software and AmpliFund – were often used interchangeably throughout marketing materials.

Walker Sands recognized this lack of clarity had the potential to confuse media and customers, diluting the potential of any PR campaign designed to generate leads and drive brand awareness for the company.

The Solution

To maximize future PR efforts, Walker Sands and StreamLink Software decided to prioritize the rebrand around its flagship product, AmpliFund, while shifting the StreamLink Software brand to the background. A full website redesign would follow, but first, AmpliFund needed an updated, modern brand to clarify its identity and help it stand out among its target audiences.

With AmpliFund poised for accelerated growth, the Walker Sands team kicked off the rebrand project with a discovery phase that included research into AmpliFund’s market landscape, brand positioning and target audiences. From there, Walker Sands refined user persona documentation that outlined how prospects would interact with AmpliFund’s new brand and website by clearly defining user pain points, software needs and the benefits of AmpliFund.

Using the information from their research and user personas, the Walker Sands creative team set a goal to create a brand that was credible, approachable and reliable. Walker Sands began the visual identity concepting phase, which included the development of three comprehensive, unique design system presentations. The chosen design system featured an identity motivated by the term “process” – a series of actions or steps taken in order to achieve a particular end.

AmpliFund’s audiences are reliant on transparency within the grant management lifecycle, and they thrive on visibility before, during and after each step in the process. Rather than representing grant management as a linear process, Walker Sands created an identity system that showcased the process as iterative steps.

To further support this story, Walker Sands crafted a new logo that includes an italic font and gradients to suggest both forward progress and thought. The logo was paired with a tech-driven, bold color palette that is modern and approachable. In addition, Walker Sands created a human-centric photo library with a custom application that makes the brand more ownable and personable.

To empower AmpliFund’s in-house marketing team, Walker Sands created user-friendly brand guidelines that visually and verbally defined consistent use of the brand’s logo, color palette, typography and photography across multiple channels.

The Results

With a clear, unique identity and brand application, AmpliFund is now positioned to visually establish credibility and professionalism in the fast-growing grant management software market. AmpliFund’s new brand identity accurately reflects its position in the market as a forward-thinking, modern tech company, while also effectively differentiating it from StreamLink Software.

As the new brand is rolled out, the Walker Sands team has continued to serve as a consultative partner on brand activation by providing the necessary tools, feedback and strategic insights. Simultaneously, Walker Sands is now developing a new website to serve as the homebase for AmpliFund’s marketing and sales efforts.