Repositioning Phoenix for the future

Since 1997, Phoenix Institute of Australia has been a key educational provider of personal development programs and vocational courses in holistic and transpersonal therapy.

Icon.Inc was engaged by Phoenix to refresh their brand and reposition the College as the leader in holistic education in Australia. Only the original phoenix logo device and symbol were retained, with all other dimensions of the brand transformed over the next six months.

The brand transformation also extended to photography and collateral. Icon’s senior photographer and designer, Rom, took photographs of students and the institution’s interesting visual features, which were placed in the newly designed Phoenix Prospectus.

Commencing in mid 2011, the project has resulted in all-new branding, style guide, brand communications, imagery and website.