Scale your business without scaling your overhead.
Version 3.0August 2026Australian-led outsourcing · Fiji + the Philippines
Brand story
Why Amplifi exists.
Scale your business without scaling your overhead.
Australian-led outsourcing from Fiji and the Philippines. Build a dedicated offshore team, hand us your repeatable workflows, or combine both.
This is the spine of the brand, and it sits at the operating-model layer,
not the industry layer. Every growing business hits the same wall: the next hire is a fixed cost
taken on before the revenue justifies it. Amplifi turns that fixed overhead into capacity you can
dial to workload. Three delivery models, two locations, pre-trained teams and published pricing are
evidence for the statement — never a substitute for it.
Amplifi was built by AU agency operators who hired offshore and watched the gaps form:
weekend leads unanswered, maintenance calls becoming Monday-morning catch-up, recruits needing eight
weeks on the CRM when the brief said two. The model was the problem, not the people. So we built the
one we wanted.
Real estate: proof, not fence
Real estate is the first proven specialisation and the deepest — sales administration
documented to 218 steps, appraisal to settlement. It is the flagship, not the boundary.
The line to hold, on every surface:
Real estate isn’t the limit of what Amplifi does. It’s the standard Amplifi builds to.
Never publish an industry list. Publish a workflow
catalogue graded Proven, Available or Scoping.
Every industry claimed without proof costs credibility; every workflow graded honestly earns it.
The name
This changed in v3.0. The mark previously meant Fiji alone — “the place
is the point” — which hard-coded a single-country model. Amplifi now delivers from two locations, and
both carry the sound: the blue fi in Amplifi is
Fiji and the Philippines. Fiji for the
timezone, the short flight and the shared working day. The Philippines for scale and specialist depth.
Same sound, same idea: we match the place to the work.
The accent is phonetic, not spelling-literal — “Phi”, three letters, reads
and sounds correct. Explain this once — in the brand-story panel — then let the colour do
the work everywhere else. Repeating the explanation makes a clever mark feel laboured.
Known limitation: the mechanic fits the two current locations. It is not a promise
that a future third will fit. If one does not, the mark stays and the story quietly narrows to the logo —
do not force it.
One connected team. Two places. Whatever the work needs.
What we stand for
Office-based
Real desks, rostered shifts, on-site supervision. Never work-from-home.
Australian-led
Leadership, standards and accountability sit in Australia.
Depth-first
We publish what we can prove, and grade the rest honestly.
Published pricing
The number is on the page wherever we can put it there.
Plainspoken
Operator-to-operator. Numbers, not adjectives.
Accountable
Someone is responsible for the work every single day.
Outcome over feature
Lead with the agency benefit. The feature is the proof, not the headline.
Feature
Lead with this instead
24/7/365 coverage
Never miss a lead. We’re here 24/7, so you don’t have to be.
UTC+12
Working hours aligned for better collaboration and customer service.
Pre-trained
Your local team gets help immediately, not after eight weeks.
~4.5 hr flight
Annual team visits are easy — a weekend, not a trek.
$3,100/mo
Add capacity and grow faster, with pricing you can plan around.
Logo usage
The mark.
Capital A always. The fi carries the cyan; everything else is
slate or white. Three variants cover every surface.
On slate-900
Light mark. Use on slate-900, slate-800 and cyan-700+.
On slate-100
Dark mark. Use on white and slate-100.
On cyan-500
Alt mark. Cyan field only — “Ampli” recedes, “fi.” anchors.
Clear space
Minimum clear space on all sides equals the height of the
“A” in Amplifi. Never crowd the mark.
Minimum size
Web: 120 px wide. Print: 25 mm wide. Below that
the fi stops reading.
Don’ts
Don't recolour the logo
Don't stretch or squish
Don't add shadows, glows or strokes
Don't place on busy photography
Don't rotate
Don't crop the mark
Colour palette
Cyan, slate, white. Mostly slate.
Cyan is a scalpel, not a wash. Slate carries the weight; cyan marks the one thing that
matters in view. Click any swatch to copy its hex.
Core palette
Extended functional
Semantic — use sparingly
Never use brand cyan as a danger or warning indicator.
Neutrals
Gradients
Slate depth
135° · #082F49 → #0F172A
Hero and headline-card surfaces.
Cyan sweep
135° · #22D3EE → #0891B2
Progress bars, small accent fills. Never behind body text.
Contrast — computed, not estimated
Every ratio below is calculated to the WCAG 2.1 formula.
Cyan-500 text on slate-100 fails AA at 2.22:1 — use cyan-700 instead.
Pair
Ratio
Grade
Use
Slate-100 on Slate-900
16.30:1
AAA
Body text on dark
Cyan-400 on Slate-900
9.88:1
AAA
Accent text, eyebrows on dark
Cyan-500 on Slate-900
7.35:1
AAA
Large headlines on dark only
Slate-400 on Slate-900
6.96:1
AA
Muted / secondary on dark
Slate-900 on Cyan-500
7.35:1
AAA
Primary button label
Slate-900 on Slate-100
16.30:1
AAA
Body text on light
Cyan-700 on Slate-100
4.89:1
AA
Accent text on light
Cyan-500 on Slate-100
2.22:1
FAIL
NEVER — fails AA
Typography
After for impact. Inter for everything else.
Never load fonts from a public CDN. After is self-hosted; Inter ships
via Fontsource. Both are embedded in this document, so it works offline.
After — Display
Regular (400) only. H1 and H2 hero type, brand-name renders.
Sentence case always — never ALL CAPS, never italic.
Headlines in After use sentence case. Eyebrows are the only uppercase.
Eyebrows
12px, uppercase, tracking .12em, Inter 600, cyan on dark.
Measure
65–75 characters. Use max-w-2xl or max-w-prose.
No italics
After has weak italics. Avoid entirely.
Underlines
Inline links only. Never for emphasis.
Numerals
Tabular numerals for any figure that updates live.
Photography & imagery
Show the office. Show the work.
Cool, slightly desaturated, leaning cyan and slate. Confident eye-level composition with
real negative space. The point of every image is that this is a real place with real people in it.
Direction
Modern office interiors
Cool lighting, open plan, real desks. The office is the proof.
Real work on screen
Property dashboards, listings, phones. Show the job being done.
Tropical-modern Fiji
Palms behind modern architecture. Place, not postcard.
Philippines workplaces
Urban, professional, high-capacity floors. Same standard as Fiji.
Candid people
Real team where possible. Diverse, professional, mid-task.
Avoid
Stock people smiling at camera
Handshakes, cogs, lightbulbs
Warm orange/yellow colour casts
Generic city skylines
Anything staged to look effortless
Palm-tree-only holiday framing
Treatment & ratios
Colour
Cool grade, slight desaturation. Never warm-shift toward orange.
Overlay
Slate-900 gradient scrim on hero images so type stays AA.
Ratios
16:9 hero, 4:3 section, 1:1 card.
Iconography
Outline. Rounded. 2px.
Lucide via astro-icon. Outline only, 2 px stroke, rounded caps and joins.
Inline SVG — never icon fonts, never filled sets, never emoji in production UI.
arrow
check
close
menu
search
star
mail
phone
pin
clock
users
home
Sizing & colour
Sizes
20px inline body, 24px UI, 32px cards, 48px+ feature strips.
Colour
Cyan on dark surfaces, cyan-700 on light. Slate-400 when decorative.
Never
Filled sets, duotone, drop shadows, or mixed icon families.
Brand voice & tone
Plainspoken. Confident. Specific.
Operator-to-operator. Written for an agency principal who is busy, sceptical, and has
heard every offshore pitch before. Lead with numbers. Name the software. Australian English throughout.
Plainspoken not Pretentious
Say the thing. “From $3,100/mo, published on the page” beats “flexible commercial models tailored to your needs.”
Specific not Vague
Name the software, the timezone, the number. “Pre-trained on Rex, Agentbox, VaultRE” not “trained on industry-leading platforms.”
Confident not Arrogant
State what is true and let it stand. Never oversell, never claim a number we cannot show.
Warm not Matey
Operator-to-operator, not sales-floor. Respectful of the reader’s time and intelligence.
Do say
From $3,100/mo. $1,950 setup, published on the page.
Pre-trained on Rex, Agentbox, VaultRE, PropertyMe, Console, Xero.
UTC+12 — 1 to 2 hours ahead of eastern Australia.
Rostered 24/7 coverage across a team.
Never miss a lead. Respond faster. Grow without adding pressure.
Don’t say
Tailored solutions / bespoke offerings
Innovate, empower, world-class, end-to-end
Virtual assistant, VA, remote professional
“$2,950 industry average” — it is one competitor’s fee, not an average
A bare “Save $1,000” hook with no comparator named
Claims discipline
These are compliance matters, not style preferences. Comparative
pricing claims fall under Australian Consumer Law s18.
Pricing comparisons
Name the segment: “AU/NZ providers specialising in real estate, generally $2,500–$3,500 setup.” Never assert an industry average. Compare first-year totals, not setup fees alone.
24/7 coverage
Always describe it as rostered shifts across a team. Never imply continuous individual availability.
Calculator output
Illustrative estimate only. Never a forecast, quote, or guarantee of saving or growth.
Testimonials
Disclose any commercial relationship. OneAgency Elite Property Group is a founding partner agency.
Certification
Claim nothing that is not held in writing — no ISO, SOC 2, insurance or background-check standard.
Tone by context
Marketing
Confident and specific. Numbers up front, one clear CTA.
Sales follow-up
Direct and brief. No pressure language, no fake urgency.
Support
Plain and reassuring. Say what happens next and when.
Errors
State the problem and the fix. Never blame the user.
UI components
The system in motion.
Buttons
Primary is cyan-500 with slate-900 text — dark text on cyan
is required for contrast. Hover shifts to cyan-600, never scales.
Form fields
Alerts
Placement confirmed. Onboarding starts Monday.
Your team is rostered across weekends and public holidays.
Cells stay short so the table scans. The agency benefit sits
beneath the Amplifi value — that is what makes the difference matter to a principal.
Dimension
Typical arrangement
Amplifi
Engagement model
Headcount only
Teams, Tasks, or HybridTake on capacity the way your workload actually behaves.
Cost behaviour
Fixed regardless of volume
Fixed, variable, or bothTurn a fixed salary into a cost that moves with volume.
Accountability
Offshore agency, or none
Australian-ledThe people setting standards answer to you locally.
Workplace
Often work-from-home
Office-based and supervisedOn-site supervision and a secured network.
Training
You train them
Completed before placementHelp immediately, not after an eight-week ramp.
Handover
Placement, then you’re alone
Ready → Coached → Client-LedA documented three-phase handover, not a placement and a hope.
Coverage
Business hours
Rostered, including weekendsNo missed leads. We’re here 24/7, so you don’t have to be.
Pricing
Quoted after a demo
Published where we canBudget the change before you book a call.
“Typical arrangement” describes the common
unmanaged offshore setup — headcount placed, then left to the client. It is deliberately not a
country comparison: Amplifi delivers from both Fiji and the Philippines. Never name a country in the
left-hand column. Always publish this note with the table.
Re-run against ad performance, sales feedback and competitor shifts. Bump the version.
Any change beyond palette, type or logo needs
brand-owner sign-off. Source of truth for messaging lives in strategy/messaging.md;
pricing evidence in strategy/competition.md.
