Overview

Amaran began as a more affordable product line under Aputure. As the creator market grew and Aputure became widely adopted by filmmaking professionals, the team saw an opportunity to give each brand a clearer role in the market.

We positioned Aputure for professional filmmakers and high-end production teams, with a brand direction built around precision, innovation, and refined creative control. Amaran became the more expressive and accessible brand for creators, small teams, and emerging storytellers.

As creative director and brand strategist, I helped the team clarify the strategy behind that split, from positioning and audience to community and visual identity. I first worked with Aputure on its brand identity in 2018, so it was meaningful to help build on that foundation for the company’s next chapter.