Offer #28715 - Phoenix identity Evolution

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Phoenix Identity Evolution

Phoenix Group, the UK’s largest long-term savings and retirement business, is unveiling a new and modern visual identity for its corporate brand that will provide the foundations for building even stronger brand engagement with core audiences.

The introduction of a new visual identity represents an important milestone in Phoenix Group’s evolution from a traditional closed book consolidator, to a purpose-led business with growing consumer brands. The new visual identity looks to reflect Phoenix Group’s purpose - “helping people secure a life of possibilities”- and the modern organisation it is today.

About the Refresh

Design

The design work for Phoenix’s new visual identity was completed by Moving Brands. The changes across the brandmark, colour, typography, graphics, art direction, sonics and motion have been made following extensive research.

The feather icon and wordmark are keystones of the new visual identity. Both are designed to convey optimism and progression, to reflect Phoenix’s purpose of “helping people secure a life of possibilities”, while maintaining stability and confidence. This is further brought to life with the use of a new sonic identity and motion graphics in some of the digital applications of the new visual identity. New photography is also being introduced to express “a life of possibilities”, showing people captured in the moment in real life, to engage with customers and colleagues.

Brand Architecture

Phoenix Group is also introducing a master brand endorsement strategy for the brands within the Group, making it clear that each is part of Phoenix Group, showing the power of the brands individually and as a sum of the whole. The approach will be deployed across the portfolio during the course of the year. Each brand within Phoenix Group is playing an important role in delivering the Group’s growth strategy and together their combined strength will deliver on Phoenix’s purpose of “helping people secure a life of possibilities”.

With this rebranding effort, Phoenix Group aims to enhance its brand engagement with core audiences and showcase its evolution as a purpose-led business. The new visual identity, designed by Moving Brands, reflects Phoenix Group's commitment to helping people secure a life of possibilities. The feather icon and wordmark symbolize optimism and progression, while maintaining stability and confidence. Through a master brand endorsement strategy, Phoenix Group emphasizes the connection between its consumer brands and its overall purpose. This rebranding effort marks an important milestone in Phoenix Group's journey towards becoming a leading organization in the long-term savings and retirement industry.

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Released on Tuesday 12 March 2024 - Total : $0 - Past 30 days : $0 (1st tier : 10% - 2nd tier : 5%)

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