AmplifyChange's butterfly identity turns a fund into a movement builder

AmplifyChange began as a fund for grassroots sexual and reproductive health organisations and evolved into a non-profit that provides support directly; its branding lagged behind.

A line-drawn butterfly — metamorphosis, freedom, renewal — extended into an icon set, with patterns and colours from South Asian and African textiles

Studio Sana rebuilt the identity around the butterfly, chosen because many cultures read it as metamorphosis, freedom and renewal — pointed symbolism as reproductive rights roll back, including the overturn of Roe v Wade in the US. The line-based logo became a consistent icon set, and the palette and patterns draw from South Asian and African textile design, home to most of AmplifyChange's partners.

No metrics are reported; the identity gives the organisation one consistent system — logo, icons, colours, patterns — to speak as a movement builder rather than only a fund.

AmplifyChange was established ten years ago as a fund for grassroots sexual and reproductive health organisations; it has since evolved into a fully fledged non-profit of its own. Its identity, though, struggled to reflect the scale of the work, so the organisation turned to Studio Sana for a redesign addressing flexibility and accessibility.

The redesign centres on a butterfly, chosen because in many cultures it symbolises metamorphosis, freedom and renewal — a poignant motif at a time when reproductive rights and bodily autonomy are being rolled back in many countries, including the devastating overturn of Roe v Wade in the US.

The line-based design of the main logo extends into a new icon set for consistency across the identity, while the colour palette and pattern suite draw on South Asian and African textile design, reflecting the regions where most of AmplifyChange's partners are based. As Studio Sana put it, the identity places the vision at heart: 'more than a fund but a movement builder driven to attain SRHR for all'.

The butterfly does political work silently: in a hostile climate, freedom and renewal read without a slogan.

Textile-derived patterns tie the identity to partners' own regions instead of importing a generic NGO look.

One line-based system scales from logo to icons, solving the consistency problem that came with growth.

A symbol your audience already reads — across cultures — can carry a contested mission better than any explanation.

The identity launched in 2025; no rollout metrics appear in the source.