Foundation 9 rebrands Amaze teams to ‘foster individuality’

Global superstudio firm Foundation 9 Entertainment has rebranded two of its US teams in a move to encourage for individuality amongst its teams.

Previously, the two teams were part of the Amaze group, which was acquired by Foundation 9 in late 2006. Amaze itself has bought Griptonite and Fizz Factor and rebranded them to fellow Amaze teams.

Now, however, the original names will be reinstated.

The move comes, Foundation 9 said in an announcement, as part of a studio-wide strategy to make teams more individual and autonymous.

"Each of our studios has its own unique culture and specialties," said Steve Ettinger, studio VP overseeing Fizz Factor, Griptonite, and Amaze Entertainment.

"Internally we’ve used these names for a while, and we think now is a great time to bring these studio names to the larger world, to reduce confusion for our clients and consumers, and to really enable our team members to feel great ownership in their studio name and identity."

Between them, the three studios Amaze, Griptonite and Fizz Factor are working on 19 projects.