Why we rebranded Amarillo.
- Zoe Steele
- Jul 11
- 5 min read
Updated: Jul 15
How we found it and what we've learned.
So far, 2025 has been a fantastic year for us at Amarillo. We’ve onboarded a host of new customers, increased the size of the team to match our growth plans and are now ready to officially launch our expanded product range - more on this, soon!
To support our growth and portfolio expansion, one of the other large projects on our plate this year has been our brand refresh.
It’s been on the horizon for a while and it was something that Steve [Steve Stacy, Chief Product Officer] and I knew we needed to do but could never quite get round to – it had to take a back seat until we were ready. For us, the start of 2025 was the right time and a huge amount of hard work has gone into this process.
The final results went live a couple of months ago and now we’ve had some time to grow into our new look, it felt like the right time to talk about why we felt like we needed to go through this process, what it represents and what it means for our customers now, and in the future.
Why rebrand now?
For the last few years we’ve been quietly working away behind the scenes getting Fusion, our Delegated Authority (DA) bordereaux management tool ready and building our customer base. Alongside our product development, we’ve also spent the time needed to fully understand and build out what our business goals were and what we were looking to achieve in this market. We are now at that point where our products are ready and our business is completely aligned.
In the process of doing all this work, what we also realised was that in order to maximise the launch and our position, we needed to rebrand ourselves and our products.
Our existing look and feel absolutely suited where we were, as we were establishing all of these core principles. But as we’re growing and maturing as a company, Steve and I felt that we had outgrown our brand as it was, and that we needed something a little stronger to represent us as we took our products out to the wider market, to help Fusion shine and to help build our own profile as operators in this competitive technology space.
What were our rebranding goals?
We knew that we wanted something that felt fresh, worked brilliantly for our products but also completely represented us as an organisation and the people behind it. It had to speak to the innovation we believe we are genuinely bringing to the space with our products but also have a piece of us in it. One of our core philosophies at Amarillo is the level of care and customer service we deliver – our people are our greatest asset. So the new branding, both in the visuals and the messaging, had to help showcase this.
Even though Steve and I have worked for many years in Delegated Authority, we recognise that Amarillo is somewhat of a newcomer to this space. We know that for some customers, our seemingly ‘short’ history as a brand might be a barrier to working with us so clarifying our messaging, vision and look is a really important step in positively multiplying our presence, and showing the market that we are here, we have a vast amount of experience, we have built these tools to solve a number of problems we faced in our previous lives and we are ready to make a real difference.
What does it mean to us?
For us, this rebrand represents a number of things. Firstly, of course, it reflects that all of our development work is about to reach fruition but it also signifies more than that. It’s symbolic of the fact that Amarillo, as a company, has arrived.
Of course, we haven’t been able to share it all with you yet as we’ve still got some products we are excited to share, so there’s still more to come but it all looks great - honestly, in my mind’s eye I never imagined something that absolutely captured what we were after but that is what we’ve got.
A learning process
This entire rebranding experience was new to us so it was impossible to know what to expect from the process. However, in order to develop a look, tone, feel and voice that accurately communicated what we wanted it to, we needed to revisit and sense check what we stood for, what we believed in, our vision and our values.
What I took away from it was that it was actually a really healthy process for our business as we were forced to challenge our assumptions, beliefs and what we had taken as written. It was a stress test of our understanding of the problems we are trying to solve.
After questioning everything, it was great to see that we still believed and were driven by the same vision. It reaffirmed that we are still on the right track and that we hadn’t lost sight of what our initial goal was when we started building Fusion.
How will this benefit our customers?
Firstly, this means that you’ll be seeing a lot more of us. Now we have the products and the medium through which to share and communicate more effectively, we’re going to make sure that we show our solutions, hard work and knowledge. We want to share with you what we’re doing now but also keep you in the loop for what is coming up because we genuinely think that we’ve got some things that are going to make a huge difference to DA operators across the globe.
It means that now you’ll start to see us appear in lots of different places as we can talk clearly about our products, new integrations, new features and so on. This stronger platform will allow us to share more widely than ever before our vision for a brighter future for Delegated Authority operations: ensuring better quality data that delivers greater efficiencies and maximises profitability.
The future of Amarillo
We’ve put our heart and soul into developing Fusion – from when it was just an idea, through the development phase and now to seeing our customers’ amazing success stories. Now it, and we, have a look and feel that matches the quality of the product, and it just makes us so proud of what we’ve achieved so far but also incredibly excited about what is to come in the future.
To find out more about Fusion and book a demo, click here.
