Client
Phoenix
Industry
Finance | Insurance
Skills
brand_architecture | brand_strategy | visual_identity | ux_design
A Strategy Built to Lead
n 2021, we developed a new brand strategy for Phoenix that became the foundation for all communication touchpoints—both client-facing and employee-facing—built on the idea of always looking ahead. The strategy highlighted Phoenix’s internal drive for uncompromising, human-centered excellence; its strength as a synergistic organization composed of diverse professional units; and its ability to innovate, identify trends, and maintain long-term financial resilience. Two years later, this strategic platform evolved into the idea of “the right home for your investment,” positioning Phoenix as the partner who guides clients through a complex financial world and helps them understand how even overlooked assets—like pensions and savings—can be invested in a smarter, more beneficial way.
Designing Forward
The design concept is rooted in Phoenix’s foundational strategy of “looking ahead,” using rectangles that shift into subtle perspectives to symbolize guidance, clarity, and long-term vision. These window forms act as a framework that helps clients see the road ahead—highlighting trends, providing orientation, and conveying the company’s steady drive toward innovation. As insurance brands must continuously evolve while maintaining reliability, we expanded this visual language to support both the original strategy and its later evolution, ensuring consistency across every touchpoint. This included redefining how the window moves, opens, and frames information, creating a system that feels orderly, trustworthy, and future-ready. To reinforce these qualities, we updated the color palette to a deeper, dependable corporate blue complemented by an innovative orange accent, balancing stability with forward momentum.
Trust Begins With People
Content-wise, we placed Phoenix’s agents at the center of the narrative, highlighting them as the trusted advisors who guide clients through important financial decisions and embody the company’s values in their daily work. The rectangle appears behind them as a stable, reliable platform—symbolizing the solid foundation, structure, and support Phoenix provides. This visual device reinforces the idea that agents stand on a trustworthy base, backed by the company’s experience, systems, and long-term commitment to its clients.
