Love Alchemy
Amari Ice is a trailblazer in the love industry — a gay love coach, hypnotherapist, and the world’s first Black, gay, certified matchmaker. Through his organization, Amari Means Love, he helps men master their “romantic magic” by healing subconscious patterns of self-sabotage and enhancing their magnetism. With over 1,000 success stories and international best-selling books, Amari’s mission is to make love an inevitability for men who are ready to do the deep, emotionally intelligent work.
Services
- Brand Strategy
- Identity Development
- Creative Direction
The Challenge
As the “Love Alchemy” segment of his organization grew, it needed a brand identity that reflected its evolution from a coaching program into a premiere, high-impact experience. Amari Means Love had been a force in the matchmaking world for years, but the visual and strategic language needed to catch up to its current stature. Our task was to elevate the aesthetic and refine the positioning to feel sophisticated, without losing the magic that makes Amari’s approach so distinctive.
The Result
The result is a refined, adaptable brand strategy and visual system that positions Love Alchemy as a leader in the relationship space. Through a blend of strategic insight and elevated design, we delivered:
- An Evolved Identity: A crystalline heart logo that represents the complexity and clarity required for modern love.
- A Sophisticated Design Language: A visual asset package that feels premium and intentional, mirroring the refined magic of Amari’s coaching style.
- Strategic Alignment: A brand presence that allows Love Alchemy to stand as a high-tier segment of the parent organization, appealing to men who value spiritual, emotional, and intellectual depth.
Love Alchemy now possesses a visual language that matches its impact — one that is confident, magnetic, and deeply resonant.
Discovering Practical Magic
To begin, we brought Amari into our Brand Strategy + Identity Intensive. Our primary goal was to develop an adaptable strategy that would serve Love Alchemy for years to come. With the strategy in place, we began crafting visuals that spoke to the internal work his clients undertake. We were inspired by the art of modern tarot cards — ethereal, yet grounded. We felt the brand leaned more toward “Practical Magic” rather than rabbits in hats and white-tipped wands.
The Metamorphosis
We initially explored a crystalline butterfly, a symbol of beautiful transformation born from the “ugly” work of unlearning and shedding old behaviors. It was a clear nod to the metamorphosis his clients undergo. However, through our strategic process, we realized the brand’s power lay in its history.
The Crystalline Heart
We decided to honor the heart from the original logo, but reimagined it through a crystalline lens. After all, “Amari” does mean love. By applying this multifaceted, geometric treatment to the heart, we created a direct visual link to Alchemy — the process of turning something raw into something precious. This new design language bridged the gap between modern precision and the mystical nature of the occult.
