So this is my lane.

I’m Amy Bath, a strategist focused on the relational experience — or how it feels to be in relationship with a brand. I partner with independent brands to deepen the right relationships over a season.

Curiosity, conversation, intuition, discernment, pragmatism, and play are central to my approach.

After decades working across UX, hospitality, web design, ecommerce, brand strategy, content, and even urban design, something clicked. I realized I’m obsessed with the relational layer of brands. Not just what they sell, but how they invite people in — and how that relationship develops over time.

This winter I’m opening The Waters, with more in its wake. If you’re interested in chatting, just send me a quick email.

I also write the slow lane on Substack, where I share my ongoing thinking and observations.