Phoenix Group  strategy, identity design

A rebranding exercise for one of the largest commercial real-estate developers in Hyderabad, India. After many conversations and client workshops, we arrived at a brand manifesto that laid the foundation for new values and a brand ethos. This ethos was crystallised into one simple word – Let’s.

Its dynamic usage lent itself to various statements that highlight the beliefs and personality of the brand.
A fresh design language was created to complement this positioning and their iconic symbol of the Phoenix bird was also suitably repurposed. These elements, along with design guidelines for various collateral and applications, all came together to represent a company that’s ready to soar.
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© Ajay Shah Design Studio 2021