Pick it up. Pull it apart. Build something better.
Amelia Whitfield spent the first decade of her career inside other people's organisations, mostly in operations and strategy roles at mid-sized companies that were growing faster than their internal logic could keep up with. She got good at a specific thing: walking into a room full of people who all had different mental models of the same business, and finding the version of the picture that was actually true. In 2019, after a particularly memorable year helping a logistics company untangle a pricing structure that had been quietly losing them money for four years, she decided to do that work on her own terms.
The name Amber Rocket came from a conversation with her then-seven-year-old nephew, who described her job as 'like when you take apart a toy rocket to see why it stopped working, and then you make it go faster.' That felt right. The studio has always been small by design. Amelia Whitfield takes on between four and six clients at any given time, which means she can actually think carefully about each one rather than running the same playbook on repeat. The approach has stayed consistent: take the thing apart first, understand each piece, then decide what to rebuild and what to leave on the table.
Amelia Whitfield spent ten years in operations and strategy roles before founding Amber Rocket in 2019. She trained in systems thinking through a postgraduate programme in organisational design and spent several years helping mid-sized companies figure out why their internal processes had stopped making sense. She is particularly interested in the moment when a business's original logic stops fitting its current size, and what it takes to redesign from the inside. Outside of client work, she builds scale models of mid-century industrial machinery, which she describes as the same skill set, just quieter.