Ashley Berry
PROJECT
SUMMARY
AMPAC Brand Identity and
Website Design
ROLE
Lead Designer
TEAM
Art Director: Bella Ibrahim
Web Developer: Chris Neigh
AMPAC, the American Medical Association’s Political Action Committee, approached our team to redesign their website. While AMPAC had an established presence, their brand system was loosely defined. They relied primarily on blue and red, Capitol imagery, and a single typeface, with a website that was text-heavy, outdated, and lacked hierarchy.
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We successfully pitched a brand expansion to evolve and document AMPAC’s brand system before redesigning the site. Over the course of four months, I led the brand expansion process from audit to completion, redesigned their new website (live at ampacoline.org), and created a branded template suite. The expanded brand and accompanying suite provided AMPAC with the tools to consistently communicate across platforms to engage members, drive donations, and build trust.
The expanded color palette builds on AMPAC’s legacy red and blue, introducing complementary tones and gradients that feel modern, professional, and trustworthy.
Real-life photography of physicians in both clinical and leadership settings positions members and donors as the faces of the Committee, reinforcing credibility and human connection.
Clean layouts, bold callouts, and a consistent system of graphic elements and icons make the brand actionable and flexible across both print and digital platforms.
As an extension of this work, I designed a 65th anniversary sub-brand to support AMPAC’s upcoming milestone. This included a commemorative logo and campaign pattern that paired well with the AMPAC brand while allowing celebratory messaging.
