Phoenix believes the name change will further represent its capabilities in the packaging market, while also staying true to who they are as a brand.
“We’ve spent the past several decades trying to help move our clients’ brands to the next level through beautiful and functional packaging design and execution. Now it’s time to take care of ourselves in the same way.” – Albert “Alby” Miller, Co-President
The goal from the start was to respect the legacy of the brand, while also bringing it into the 21st Century. For the logo, a bold, modern nod to the original rising phoenix bird was carefully re-crafted to communicate power and movement, the logotype was custom drawn to further emphasize these themes. Just as the visuals spoke volumes, the brand message clearly communicates Phoenix’s role as a collaborator in capabilities and design with their clients.
To help with this massive rebirth of a brand, Phoenix partnered with Zimmer Design, headquartered in Louisville, KY. The initial directives included a visual rebrand, new brand direction, voice, and messaging, as well as strategy, a new family of logos, and website. From there they moved to include new product photography, marketing materials, booth design, and brand standards.
“As we move our company forward, we need a brand that visually represents who we are and who we’re going to be. The tagline ‘Rise with Us’ serves as a call-to-action for all of our current and future partners. Expressing that we can do more together, and that we’ve got you covered.” – Albert “Alby” Miller, Co-President
“Having an opportunity to really help a company like Phoenix expand their amazing brand into the next 100 years of business, while at the same time, paying homage to everything that got them there was a challenge we love to be a part of.” – Jim Zimmer, Partner/Creative Director at Zimmer-Design