Industry
Finance | Insurance
Skills
brand_architecture | brand_strategy | visual_identity | ux_design
Energetic lead
Time was always the leading asset in self resource management – but it had long ago been second to energy. If time is money, energy is how you make it and what you do with it, it’s the essence of a smart investment. Phoenix, a main pillar in Israeli insurance and finance market, knows all about good investments. The group has been leading the market for the past 70 years, and as an investment guru, saw an opportunity to redefine its goals and set itself up for a successful future. Phoenix’s goal was realizing their vision of a 5-year strategic plan. We were called to join in on a fascinating journey that included new business strategy and architecture, a visual focus, space design and an employee journey, to help Phoenix take a step forward.
The many Phaces of Phoenix
The first thing we noticed was that Phoenix has many faces within the organization and many audiences with whom it regularly communicates. Every cluster requires a different approach, and so Phoenix’s brand values reflect its diverse fabric. Its positioning is An Insurance, Investment and Finance Group and it carries a promise – to create value for all its audiences: employees, partners, costumers and the capital market. The main idea leading the new 5-year strategy is Facing Forward: a concept that marries the now with the later. A good investment begins in the present to be fulfilled in the future. Phoenix operates now to promise all of its audiences a better, successful future.
Synergy flow
Phoenix has a few branches: investments, insurance, finance, pension and more. Its diversity can realize its full potential only if every branch can coexist under the same brand as one, while keeping their different identities. Every branch within the group was successful in its own terms, yet separated by different values and approaches. An important part of our mutual branding process was emphasizing The Power of the Group, which lies in its synergy. Phoenix will harness the greater group’s energy to help every branch get and create better value. In addition to unified brand values, we designed a visual solution for Phoenix’s different branches, to strengthen their greater identity and connection with the organization. The logo leans on the visual legacy of Phoenix but reflects the Facing Forward idea.
Literal energy
Us average Joes end up nodding and pretending we follow everything the insurance agent said. Some of Phoenix’s leading new values are empathy, optimism and ingenuity, all are opportunities for Phoenix to enhance its connection with end costumers. To help Phoenix rise even higher, we’ve equipped them with detailed language and voice guidelines that breaks it down by audience, products and goals.
It demonstrates how a slight shift in tone helps establish a versatile, stronger brand that recognizes its power and uses its energy in the best way. Our next mutual step to an accurate use of Phoenix’s energy is an employee experience process that’s currently undergoing – and since we’re all Facing Forward, we’ll keep you posted.
