Behind the Scenes: Why We Call Ourselves the A-Team

Behind the scenes at Amplify, there’s a nickname that appears often in our meetings and messages: the A-Team. What started as a lighthearted reference has grown into something meaningful. As Aleece explains, the name reflects our commitment to being aligned, adaptable, and attentive—three qualities our clients say matter most. It’s not about ego or perfection; it’s about how we work together and how we show up.

Clients often see the polished side of our work: clear messaging, organized project plans, thoughtful content, and deliverables that feel seamless. But behind that is a deeply collaborative process. The A-Team mindset helps clients feel supported by a unified group that brings clarity, creativity, and calm to complex communications challenges. It’s about being prepared, listening deeply, and working alongside partners to achieve the outcomes they care about.

Our teamwork is powered by the unique strengths each person brings. As Foram shared, “For me, the A-Team is a full deck of aces. Everyone brings their own standout strength, and together we make a pretty unbeatable hand.” That blend of strengths is what allows us to jump in where needed, share ideas quickly, and move projects forward with intention. The meaning behind the name also resonates on a personal level. Amy captured it beautifully: “I grew up in the 80s, so the A-Team is about being part of a squad helping people in need. I appreciate everyone's commitment to the work.” That sense of commitment comes through every day—through support, cross-team collaboration, humour, and the way we help each other (and our clients) navigate shifting priorities.

For others, the A-Team describes how the pieces fit together. As Amelia shared, “Working with the A-Team feels like having the perfect playlist: every person brings a different vibe, and together it just clicks.” That “click” is what keeps our work steady, even on busy days. From a project management perspective, the meaning is equally clear. Kimberlee put it this way:“For me, the A-Team means setting high expectations and following through with strong results, internally and externally. I'm truly proud of the constant support we offer, the different strengths of our team, and the willingness everyone has to help one another succeed” And visually, our work benefits from the same collaborative energy. As Valeria shared, “The work we get to do for so many amazing clients that are making a real impact in our communities and of course, the camaraderie between our team that just makes work fun!” Her perspective reflects how story, design, content, and strategy come together to amplify meaningful community work.

For us, the A-Team name isn’t about standing out—it’s about standing alongside our clients. When we work with alignment, adaptability, and attentiveness, we help make the process feel clear, collaborative, and well-supported from beginning to end.

– The Amplify Team