Strategy, design and communications company COLLINS is strengthening their approach amid the shifting role of brands in society by welcoming Taamrat Amaize as the new Head of Strategy. Amaize’s approach to brand building is described as “shattering conventional standards, challenging clients to consider broader and more diverse perspectives in their company narratives as well as examine the true face of their brand in the world.” She observes: “People now demand that the brands they support contribute and regenerate value rather than extract and exploit it. They want brands to take a real and clear position, make it part of their business and be consistent.” Over her career, Amaize has worked with Interbrand and Wolff Olins. She is also Co-Founder and Creative Strategy Director for Skill Committee, a collective-based agency of brand and business consultants, strategic thinkers and creative directors hailing from leading brand, advertising and consulting firms. Amaize has already had an impact at COLLINS with her work on the reimagination of Robinhood, a pioneer in commission-free trading built on the philosophy that everyone should have clear pathways to wealth creation. Inspired by her mission of equity, Amaize’s work on the launch helped Robinhood articulate and strengthen its brand around this ambition and help build it company-wide. “Tammy’s academic and professional achievements place her at the pinnacle of strategic thinking. And our work with her and our clients over the last year proved that again and again,” says Brian Collins, Chief Creative Officer of COLLINS.