PHINEO Redesign: How We Managed to Reconcile Our Spirit, Dynamism, and Diversity
commissioned by PHINEO
- Complete visual identity overhaul, including logo design, design system development, color palette refresh, and multi-platform implementation.
- In my role, I lead the design process, which includes visual design, the development and application of
design principles, and the creation of brand stories, brand beliefs, and brand themes. Initially, I
collaborated closely with the design team to conduct the brand workshop as a team effort.
After the discovery phase was completed, I was entrusted with project leadership for the entire subsequent process, including the implementation for which I am solely responsible. Additionally, my responsibilities include conducting research, analysis, and interviews, leading brand workshops using design thinking methods, and developing and implementing style guides.
Role + Scope
- Corporate Branding
- Visual Identity Systems
- Design Strategy and Implementation
Category
As PHINEO’s mission and audience evolved, it became increasingly clear that our existing visual identity no longer fully captured the essence of who we are. Our brand needed to dynamically adapt across various platforms while remaining true to our spirit, energy, and the diverse voices that shape our organization. The redesign was driven by this need to reflect PHINEO’s growth, broadened impact, and ensure that our brand communicates meaningfully with our stakeholders, inspiring trust and engagement.
To realign our brand with its evolved identity, we began with in-depth research into PHINEO’s values, audience perceptions, and future aspirations. This research informed the creation of a modular logo system and a robust design framework that is both flexible and consistent across all brand touchpoints.
The new modular logo is versatile, adapting seamlessly across different media while maintaining a cohesive brand presence. The design system integrates typography, iconography, and layout principles, ensuring a consistent brand experience. Complementing this is a refreshed, vibrant colour palette that symbolizes our dynamism and inclusivity, creating a modern and approachable aesthetic.
I developed a design system that makes the core element, the logo, modular, easily recognizable, clear, and consistently applied across all platforms.
After taking over from the initial project setup, I led the execution and implementation phases, ensuring that the new design was seamlessly integrated across all platforms and touchpoints. The process was structured through a detailed timeline that outlined the key phases from concept development to full roll-out, highlighting critical milestones and decisions. The redesigned brand identity was meticulously applied across digital platforms, print materials, and physical spaces, ensuring a consistent and impactful brand experience.
