| Phoenix House
2010 REBRAND 100 Winners > merit
Industry: Social Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - On the heels of its 40th anniversary, Phoenix House articulated a bold vision for its future: to be the best substance abuse provider in the nation. In early 2008, this nonprofit organization dedicated to reclaiming lives lost to drug addiction engaged Siegel+Gale to help actualize this vision.
Challenge - Despite embracing and setting industry best practices in addiction prevention, treatment, and recovery, Phoenix House is perceived as “one-size-fits-all,” “a dinosaur” and “the last stop before prison.” To counter these misperceptions, Siegel+Gale crafted a visual and verbal story to bring perceptions in line with the reality of the brand.
Strategy - The refreshed brand promise leading individuals, families, and communities affected by addiction from disrupted to productive lives helped Phoenix House assert a leadership position and drive the behaviors and communications of the organization. Phoenix House has started to communicate in the way of the leader with clarity, care, and authority by guiding those affected by addiction from chaos to coherence, from helplessness to hope, and from disrupted to productive lives.
Result - Through a defined brand strategy, Phoenix House has changed the way it speaks, acts, and presents itself to the world, adopting a new logo, tagline, visual system, and verbal language.
Credits:
Client:Phoenix House - www.phoenixhouse.org
Brand Strategists/Designers: Siegel + Gale - www.siegelgale.com
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