When Amy Downs came to us, she had already accomplished more than most do in a lifetime. A survivor of the Oklahoma City bombing and the former CEO of a credit union she helped rebuild from the rubble, Amy had transformed herself – personally and professionally. After leaving her CEO role to become a full-time keynote speaker, Amy was ready for another transformation: this time, her brand.

Amy started building a personal brand while still leading her organization. It had opened doors, put her on stages, and established her reputation. But as her speaking career gained momentum (and her fees rose to reflect the value she brought) she knew her brand needed to evolve. It was time to align her presence with the powerful impact of her story.

Through our Brand Camp methodology we helped Amy define what she truly wanted to be known for. We crafted key messaging that balanced her relatability with her remarkable journey – from surviving a national tragedy to becoming a triathlete and a transformational leader. Her brand voice needed to be bold, real, inspiring, and unpolished in the best possible way…just like her.

We then translated that strategy into a stunning, cohesive visual identity: a logo system, colour palette, and website that reflect her strength, authenticity, and emotional impact. The result is a brand that immediately signals her credibility and charisma, while leaving room for the deeply human connection she makes with every audience.

To ensure Amy could stay consistent across platforms and write quickly in her voice, we also created a Custom GPT trained on her new messaging and tone – giving her an AI-powered writing assistant so she can write social media content easily and consistently.

Now, when event organizers Google Amy Downs, what they find reflects her true value and her values. She’s not just an inspiring speaker – She’s as a transformative force.

Check out her website here: AmyDowns.org