As a family-owned cap manufacturer and a leader in its industry, we wanted to respect the legacy of the brand, while also bringing it into the 21st Century.

The initial directives included a new brand direction, voice and messaging as well as a new strategy, a fresh family of logos and a website relaunch. But the rebrand was soon after expanded to include product photography, marketing materials, environmental and booth design and brand standards. Throughout the expansive collection of materials, it was critical to establish and follow a consistent brand look and feel.

As a family-owned cap manufacturer and a leader in its industry, we wanted 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, and the logotype was custom drawn to further emphasize these themes. Just as the visuals spoke volumes, the brand message clearly communicated Phoenix’s role as a collaborator in capabilities and design with their clients.

New photography was intended to make a gutsy statement by resembling nothing like any other product photography in the industry. If it made you stop and look twice, then we’ve done our job.

AIGA Louisville, The SHOW Award Winner 2017

Let yourself go. Pull out from the depths those thoughts that you do not understand, and spread them out in the sunlight and know the meaning of them.
E.M. Forster, A Room with a View
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