The company was co-founded by digital media luminary Roy Stringer, a self-professed 'Hypermedia Architect' and quickly established a reputation for digital innovation.
Amaze developed an obsession for creating the vocabulary of the promised digital age. These include the Navihedron (1997) a non-hierarchical information architecture tool allowing intuitive navigation of the network space and the Noodlebox (1998), which achieved global recognition and is permanently installed in the San Francisco Museum of Modern Art (www.noodlebox.com).
In late 2007, Amaze became part of the Hasgrove Group.
Amaze plc was formed in 2008 when three Hasgrove Group owned companies (advertising and PR specialists Connectpoint, and two top digital agencies Amaze Europe and Pavilion) merged to create a pan-European marketing and technology company.