Phoenix Australia are internationally recognised for their expertise in trauma related mental health and wellbeing. We were appointed to evolve their brand strategy and craft a distinct brand identity to help them build a stronger, more meaningful presence.

Through interviews with internal and external stakeholders, workshops and our BrandScope methodology, we developed the powerful promise ‘Understanding Trauma and Renewing Lives’. 

This informed the creative direction of building a sense of emotion, humanity, and authenticity through hand painted brushstrokes. Colour, texture, and shape were used to reflect people’s experience with trauma and create a sense of optimism and renewal throughout the brand, from the logo and graphic elements to the resulting guidelines.

The result is a brand that has a clear mission and values, gives staff a sense of purpose and fits Phoenix’s status as a world leader in posttraumatic mental health.